Client UNESCO

Deliverables Paid ads on Meta Influencer Marketing Monitoring and Evaluation

A new generation of news producers - whether journalists, activists, influencers, or digital content creators - is reshaping how information is shared in unprecedented ways. While they bring greater diversity of voices and perspectives online, their content also raises questions about reliability, professionalism, and ethics.

During Global Media and Information Literacy Week 2024 (24-31 October), UNESCO launched the digital campaign #PostWithCare on Instagram and TikTok. The campaign focused on digital content creators, who can reach millions while also engaging niche communities. They play a crucial role in helping their audiences recognize and stop misinformation.The campaign aimed to:

Encourage digital content creators worldwide to reflect on the way they create and share information on their platforms.

Raising awareness on the importance of Media and Information Literacy principles and practices in the digital age to ensure information curators and social media users are empowered to critically produce and engage with information.

As a Digital Strategist, I contributed to the #PostWithCare campaign by working on the social media strategy, managing paid ad campaigns on Meta, identifying and engaging content creators and influencers to amplify the call to action, and producing the final campaign evaluation report.

The campaign directly reached over 5 million people on Instagram, generating 1 million video views and 20 thousand engagements. On TikTok, #PostWithCare videos generated over 10 million views and 21 500 thousand engagements.