We live in a time where fake news and misinformation are rampant in our online lives. Unfortunately, the phenomenon emerged at the same time that an increasing number of people began to get their news from social media and other online platforms.
Navigating the endless amount of information on the Internet can be daunting, especially when that information is confusing or contradictory. Google’s new campaign, Let’s Internet Better, is a direct response to this challenge.
Aimed largely at Gen Z, the main goal of the campaign is to build trust and awareness of Google’s information literacy tools, as well as get people to think critically about the information that’s available to them. they meet online.
The PSA has come to life primarily on YouTube and TikTok, and seeks to embody the tone, humor and aesthetic of Gen Z in an informative yet entertaining way. Key creative elements include a series of fun animated videos that build on the trend of self-aware ads we’ve seen recently.
@google Are you for a better internet? Try our fam Google search tools #LetsInternetBetter ♬ original sound – Google
The brand’s content and influencers on TikTok focused on telling hands-on scenarios, such as looking up reverse images on an image of a “walking tree” that appears in your feed, while interactive tutorials in the feed on Instagram Stories teach people how to use Google search tools.
Rebecca Michael, Senior Director of Marketing at Google Search, said: “With this campaign, we wanted to speak directly to Generation Z, the digital natives who shape much of today’s internet culture.
“By partnering with them to think critically about the information they encounter online and arming them with the tools and resources to check facts and ensure their credibility, we hope they will set the tone for others and will help us make the Internet a safer and better place. »