Disinformation and misinformation are rife within our public discourse, skewing facts and sowing distrust across critical issues such as energy, climate, First Nations affairs, and housing. In a world where disinformation can go viral with the backing of the right interest groups, the challenge isn’t just to communicate, it’s to reclaim the objective truth.
Governments have a unique opportunity to counter misinformation effectively through explainer videos and case studies, two powerful tools that simplify complex truths and restore credibility.
Here’s how they can do it:
Simplify Complexity with Explainer Videos
Disinformation thrives on confusion. Government agencies can break down complex policies, scientific findings, and social initiatives into engaging, visually compelling explainer videos that make the truth clear and accessible.
- Why it works: People retain 95% of information from videos compared to only 10% from reading text.
- Example: To address misconceptions about coercive control, we collaborated with the Attorney-General’s Department to develop an engaging animated video that explained the warning signs and associated risks, helping to educate and inform the public.
Build Trust Through Real Stories in Case Studies
People trust people. Case studies provide a human face to government initiatives, showing the tangible impact of policies and programs through real stories.
- Why it works: Personal stories create emotional credibility, making facts harder to dismiss.
- Example: To address vaccine misinformation, we developed a case study video series for the Department of Social Services to showcase how COVID vaccines empowered people with disabilities to regain independence and safely reconnect with their communities.
Tackle Misinformation Head-On with Myth-Busting Content
Rather than simply presenting facts, explainer videos can directly address and dismantle misinformation through engaging storytelling techniques.
- Contrasting myths vs. facts in a visually compelling way
- Using animations to explain why misinformation spreads
- Featuring experts in a conversational, relatable tone
- Example: We worked with YWCA to create an animated explainer series that showcased how the housing crisis impacts different communities such as people living with a disability, women and children and First Nations people.
Leverage Trusted Voices for Greater Impact
People are more likely to believe information when it comes from:
- Experts in the field (scientists, doctors, economists)
- Community leaders and relatable figures
- Institutions they already trust
- Example: The 10-Minute Genius series we created for UNSW gives audiences a front-row seat to groundbreaking research and fresh perspectives on today’s most pressing issues like modern slavery, nuclear energy, poverty and racism.
Make Content Shareable and Accessible
To reach the widest audience and counter misinformation at scale, governments should:
- Keep videos short and mobile-friendly
- Optimise for social media (subtitles, square formats)
- Use multiple formats (live-action, animation, testimonials)
- Ensure accessibility (captions, translations for diverse communities)
- Example: We worked with Cancer Australia to create a video that explains the causes and symptoms of prostate cancer and prompts the audience to get their prostate checked. We provided them with a range of dimensions so they could be shared across all platforms – resulting in over 374k views.
Reinforce Messaging Through Repetition and Consistency
Misinformation sticks because it is repeated constantly. Governments need to counteract this with ongoing, consistent messaging across different platforms.
Example: We worked with e-Safety Commissioner to create a range of videos, both live action and animated, to increase awareness of technology facilitated abuse with children.
The Bigger Picture: Reclaiming the Truth
New research from Porter Novelli highlights the deep impact of misinformation on public perception, electoral outcomes, and trust in institutions. It’s not just background noise, it’s an active force shaping society.
Governments have a powerful opportunity to turn the tide against disinformation. By fostering open communication, leveraging trusted voices, and sharing compelling real-world stories, they can cut through the noise, strengthen public trust, and empower communities with the truth.
