Fake profiles and disinformation: a look back at an awareness campaign for the Chancellery of the Prime Minister
Disinformation infiltrates our digital spaces through increasingly sophisticated mechanisms. Among these, automated fake profiles, or “bots,” play a central role in artificially amplifying misleading content, influencing algorithms, and fueling the polarization of public debate.
In this context, the Chancellery of the Prime Minister tasked us with raising awareness among citizens about these invisible yet influential practices. We were entrusted with the creation and distribution of an educational video on social media, designed to raise awareness without sensationalism and to encourage fact-checking.
A Clear Narrative Approach
The video is built on a simple yet powerful idea: to trace the journey of a fake profile, from its creation to its infiltration into a user’s news feed. This approach makes the effects of disinformation tangible while maintaining a measured and factual tone.
The visual treatment favors simplicity: minimalist motion design, sharp visual contrasts, legible typography, and a calm voice-over. The goal was not to shock but to explain. Every visual and sound choice was made to ensure the message remained accessible, regardless of the audience’s familiarity with the topic.
An Integrated Production Chain, from Concept to Publication
The entire production was managed internally, including:
- scenario development in close collaboration with the Chancellery’s teams;
- artistic direction and animation;
- production at Creativeroom’s studios in Brussels.
We also oversaw the complete distribution of the campaign in collaboration with Biggie, from technical setup to publication on official channels, namely the Belgium.be Facebook page. Metadata optimization and close monitoring of initial indicators ensured visibility that fully met expectations.
A Committed Vision of Public Marketing
This project reflects a conviction we uphold daily: communication, when addressing societal issues, must be responsible, rigorous, and transparent.
In all our work, we ensure factual accuracy, avoid emotional manipulation, and place citizens at the heart of the message. The campaign on fake profiles embodies this principle. It directs viewers to the official resources of the National Crisis Center, encouraging everyone to develop critical thinking.
https://www.belgium.be/en/justice/security/precautions/disinformation
Supporting Institutions with Precision and Integrity
Working on sensitive topics demands precision, discretion, and careful attention to tone. This type of mission confirms the importance, for institutions and businesses alike, of having a reliable partner capable of managing the entire process: from editorial strategy to creation and distribution.
As a digital agency based in Brussels, Creativeroom continues to pursue this commitment through campaigns that aim to inform, clarify, and build trust between public institutions and the public.
Would you like to deliver a message of public interest with clarity and impact?
We are here to help you craft content tailored to your objectives, backed by a professional, thoughtful, and committed approach.