The 'Check the Facts' campaign addresses one of the most pressing challenges of the digital age: combating misinformation. Developed for the Australian Associated Press (AAP) in partnership with Facebook, this campaign raises awareness and builds media literacy among Australian adults through a relatable and engaging concept.

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Inspired by the simplicity of soccer’s yellow card rule, the campaign unfolds across three everyday scenarios—a workplace kitchen chat, a weekend barbecue, and a TV date night. In each instance, a character shares questionable information, while another prompts fact-checking with three core questions: Who made the claim? What’s the evidence? What do trusted sources say?

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This creative thread ties together a multi-channel campaign including short videos, static visuals, and Instagram stories. Supporting these are educational resources hosted on AAP’s FactCheck website, covering topics such as spotting misinformation, identifying trusted sources, and understanding media literacy. The campaign blends levity with purpose, using accessible content to capture attention while encouraging critical thinking.

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Launched during Global Media and Information Literacy Week, 'Check the Facts' reached a wide audience, empowering Australians to pause, question, and ultimately reduce the spread of misinformation. By leveraging social media to drive awareness and education, the campaign makes a meaningful impact on media literacy, reinforcing AAP’s legacy of fact-based journalism and public service.