Empowering a Pan-European Audience to Stop the Spread of Misinformation

Client: Jigsaw and Google

Jigsaw — a unit of Google — set out to protect users across 27 European countries from misinformation. By educating at-risk audiences on three key manipulation tactics — scapegoating, decontextualisation, and discrediting — they aimed to build resilience against online deception. “Prebunking” — a proven method to inoculate audiences against misinformation — was at the heart of this campaign.

We launched ‘Spot It. Stop It.’ — a three-film campaign teaching audiences how to identify and counter common misinformation tactics. To maximise impact we localised the campaign for 27 countries, producing 260+ versions in 29 languages, which ran across YouTube, Facebook, Instagram, and partner sites. A supporting toolkit of social media assets and animated stickers expanded engagement. Tapping into the insight that crime dramas hold a universal appeal across world culture, we reimagined our audience as ‘Tactic Detectives’ — encouraging them to investigate online content as though they were seasoned sleuths. Inspired by Nordic Noir’s distinct storytelling and visual style, our hero videos followed a protagonist uncovering the truth behind misinformation in everyday scenarios. Animation played a crucial role in transcending borders, reinforcing shared human experiences and building trust with localised voiceovers ensuring the message resonated without sensationalism. By equipping millions with the tools to detect and resist misinformation, our ‘Spot It. Stop It.’ campaign didn’t just raise awareness — it actively built a more informed and resilient society. 120M+ viewers engaged with our campaign, making this the world’s largest social media prebunking initiative to date.