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The Foolitzer Prizes

The Foolitzer Prizes | E-FARSAS | Leo Burnett
Download Download JPG | 3530x2495px
Industry: Public interest & Non-profit
Style: Minimalism
Why is this work relevant for Brand Experience & Activation?

The Foolitzer Prizes was an activation made by E-Farsas, the first fact-checking agency in Brazil. It helped to consolidate the brand as synonymous of fight against fake news. It was an unprecedented award that got people’s attention to those responsible to produce most of fake news: small websites that lives in anonymity.


Fake news is a global problem on these days.
And most of them is created by small websites that live in anonymity.
E-farsas, the first fact-checking agency in Brazil, decided to give to fake news producers what they want least: spotlights.

Describe the creative idea (20% of vote)

We created an award inspired by Pulitzer, the major journalism prize, to expose those responsible for the worst fake news of the year.
There were six different categories: Political, Sports, Health, Entertainment, Conspiracy and the Grand Fake News, chosen by popular vote.
The website with the nominees got thousands of votes and, with the support of the largest media groups, we spread the winners' names around the country, warning everyone that they are fake news producers.

Describe the strategy (20% of vote)

Strategy was based on shed light on those responsible for producing fake news. We used media, social networks and the streets to launch the award and call people to get to know the nominees and vote on the worst fake news of the year. That made we get people’s attention and thousands of votes on the campaign’s website. After get the winners, we spread their names over the country to everyone knows that those websites are fake news producers.

Describe the execution (30% of vote)

The campaign had two periods. The prize launch was aired on December 2018 and for the next 3 months, we kept calling and engaging people to get know the award, the nominees and vote on the worst fake news of the year. After that, we have announced the winners and spread their names over the country in collaboration with the largest media groups in Brazil.

List the results (30% of vote)

More than 52 million people were impacted by activation. We got earned media around US$720K. And because of the exposure made by The Foolitzer Prizes, some websites stopped posting fake news, change their names and even were turned off.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Fake news reach almost every people nowadays. But who create the fake news? To let people know who they are and to prevent people from them, we create an award to spotlight these fake news producers. That’s an important step to make people more protected and to try end at least some of these “fake news machines”.
Production Company:
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Social Behaviour & Cultural Insight
Cannes Lions International Festival of Creativity 2019
Shortlist PR
Media / Entertainment
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