The Drum Awards for Agency Business 2022

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Agency: DigitasLBi
Date: Dec 2016
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2016 has become notorious for a number of reasons, not the least of which being the post-election fake news scandal that has embroiled Facebook in recent weeks.

For the holidays, DigitasLBi is having a little bit of fun with the ongoing fake news debacle via a quiz that pits fake articles against real ones. Dubbed “Happy Non-Fake News Year 2017,” those who take the quiz are asked to sniff out real news stories among a sea of fake ones.

Of course, the real and reputable stories aren’t always easy to identify – for example, one of the real stories in the quiz is a piece from The Guardian headlined “Chimpanzee seen smoking at North Korea’s reopened zoo". Another real story is a BBC article entitled “Police apologise for ‘nee-nah or woo-woo’ school siren debate".

While the real news articles in the quiz are all bizarre in their own right, the hoax ones that DigitasLBi created are just as odd and entertaining. One reads “Bill Gates credits health to avoiding apples since early ‘80s”, while another proclaims that the Movember movement has been linked to a rise in August births.

But the quiz isn’t just all fun and games. For every correct guess, DigitasLBi is donating to Girls Write Now, an organization that trains and provides guidance to young aspiring writers in New York City.