During the COVID-19 pandemic, the misinformation surging across digital channels and the lack of reliable health information were impeding the public health response and stirring unrest. To combat the growing scourge of COVID-19 misinformation and provide accurate, lifesaving information, Purpose and the United Nations launched Verified, a global communication initiative working with UN agencies, UN Information Centers, influencers, civil society, social media platforms, business and media organizations. Verified distributes trusted, accurate information and changes media consumption practices to reduce the spread of misinformation online.
In partnership with the UN, Purpose launched Verified, a fully branded communication initiative working with UN agencies, UN country teams, influencers, civil society, business and media organizations to distribute trusted, accurate content & work with social media platforms to root out hate and harmful assertions about COVID-19. The launch of Verified reached an estimated 23.4 million people, the launch video received 500K views, and the launch was covered by AP, NY Times, Washington Post, Yahoo!, Fox News, Sky News, ABS-CBN, Republic World, All Africa, Nigeria News & more.
The team created a brand identity for the Verified brand. This flexible brand identity serves as an overarching brand to deliver messaging, especially via UN channels – but also serves as an endorsement to bring credibility to a campaign like Pause and local initiatives. Some of the campaign content was unbranded to ensure that the influencers and trusted messengers could speak to their audiences in the tone and brand that best relates to them. The brand identity had to be able to interact with this unbranded content as well.
To date, the Verified campaign has reached 1 billion people in over 130 countries, in collaboration with over 250 organizations. The campaign has been successful in reaching mainstream audiences at scale and local communities through trusted messengers, and shifting...view more