Agency: dentsu mcgarrybowen, Isobar
Client: Urban Vision / Market: Italy

During the pandemic, health misinformation was a significant challenge for governments and healthcare providers. Urban Vision in Italy felt that this was an urgent problem for local services that needed to be addressed. We partnered with them to take the fight against fake news to the streets by creating an advertisement that used digital billboards to talk about misinformation around COVID-19.

Working with Urban Vision, our campaign, ‘Break the Fake’, ran in a prominent position on the Corso Vittorio Emanuele II, Milan’s famous shopping thoroughfare, and used the latest 3D technology to engage with shoppers and passers-by in support of vaccination and the correct information.

Stefano Morelli, Chief Creative Officer of dentsu, said: “Campaigns that are committed to improving the society in which we live are a must, especially at a time like this.”