An experiential campaign curated by our group THE WARRIORS for The New York Times during the Young Ones contest to help promote the idea of news literacy. The Doubt It campaign is developed across platforms to encourage users to question news they consume and their interaction with it. The campaign builds a hype by promoting false headlines about mundane things and fake reviews on Yelp.com about Counterfeit cafe, pizzeria and an ice cream parlor. As users enter these pop-up shops they will witness a big reveal of it being fake.
Counterfeit which literally means fake will motivate the audience to check their facts before interacting with things. However, the audience will leave with a graphic driven merchandise such as coffee cups, ice-creams cups and pizza boxes. Doubt It will also be introduced as a fact checking tab on the NYT website to help users find out the source and other precise details of news, It will pose to be a fact checking tool.
Michelle Puri - Creative Designer, Strategy
Lisbeth Lora - Graphic Designer, Strategy
Grace Hunter - Research, Copywriting
Janna Razumna - Research, Graphic Designer
Priyanshi Singhal - Project Manager, Strategist, Video Editor
