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The Red Cross’s ‘Not generated by AI’ campaign separates fact from fiction


By John Glenday, Reporter

April 28, 2023 | 3 min read

The Red Cross in France is taking a stand against the spread of AI-generated fake images by sharing real and raw photography created by its volunteers out in the field.

Red Cross

The Red Cross separates fact from fiction as an anti-AI bulwark

‘Not generated by AI’ (artificial intelligence) has been crafted by Ogilvy Paris to capture genuine human suffering from Ukraine to Turkey, amid concern that a flood of fake imagery is muddying the boundary between fact and fiction on social media.

Starting with a text prompt associated with popular AI image generators, the raw photography is first presented as a fake, only to be later revealed as the real deal.

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Refocusing attention to the realities of war and natural disasters the pro bono campaign highlights disturbing and shocking imagery, which carries all the hallmarks of propaganda but are unfortunately all too real.

David Raichman executive creative director at Ogilvy Paris said: “Since nearly a year ago, AI image generators have become democratized and, as such, there’s an increasing number of evermore realistic and shocking, but fake, images being created. This phenomenon, sadly, strips away at the impact and credibility of real photography.”

Laurent Amiand, director of communications and public affairs at the French Red Cross, added: “We must contend with increasingly frequent battles to combat fake news which, with the advent of AI, sometimes seem almost credible. This campaign, which interacts with current events, allows us to remind people that our teams in the field are in direct contact with reality, and it invites as many people as possible to watch and learn about the real situations that affect the most vulnerable.”

Initially launching across social media, print and out-of home locations the hard-hitting photography will grace the pages of French magazines such as Society and l’Epatant.

Red Cross Turkey
Red Cross Mediterranean

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