OBJECTIVE FIND A NON-PARTISAN WAY TO RAISE AWARENESS ABOUT POLITICAL DISINFORMATION

BUFFER THE BS

Buffer the BS was a disinformation awareness campaign that ran in fall 2022. Our data showed that terrestrial and digital radio were rife with political disinformation targeting low-news consumption communities. So, we created streaming radio ads. Our character-driven spots, “Swipe Right on Disinfo,” ran on Top 40/CHR and UHR/R&B/hip hop stations in fall 2022, playing in major DMAs across North Carolina, Georgia, Florida, Michigan and Wisconsin. We reached over 35,000 listeners in the first week-long run. We also created deepfake social content using AI-generated celebrity voices to spark conversation about disinformation, soliciting an expert on political communication to break down the deeper challenges driving why we’re wired to fall for disinformation.

NC • GA • FL • MI • WI
STREAMING RADIO
FALL 2022
Strategist
Researcher
Audio Designer

Full Set Society · Swipe Right on Disinfo

Full Set Society · UHR Deepfake 2022

JT JOHNSON(she/they)

JT JOHNSON^(she/they)