Objective

During the pandemic, misinformation and fake news spread like wildfire, posing a significant risk to public safety. Platforms like WhatsApp witnessed harmful rumors leading to panic and even fatalities. As the most widely used platform for video forwards, TikTok aimed to flatten the curve of harmful forwards and curb the spread of misinformation during a time of heightened uncertainty.

My role and execution

Simplified Call to Action: Developed and amplified the core message - if in doubt, #MatKarForward (Don’t Forward) - to encourage users to pause before sharing unverified content.

Bait & Switch PSA: Helped craft a campaign video that began by discussing virus transmission and then pivoted to show how fake news spreads just as dangerously, drawing parallels that resonated deeply during the pandemic.

Empowering Users with Tools:

Created a resource library with posts and videos guiding users on spotting fake news, verifying content, and reporting misinformation. Encouraged user-generated content (UGC) by inviting audiences to submit examples of fake messages for an interactive "Spot the Fake" series.

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Amplification Strategy:

Managed influencer partnerships, with prominent creators and celebrities sharing our message across Instagram and YouTube, increasing visibility through stories and swipe-up links.
Deployed a YouTube masthead takeover to ensure campaign visibility across mobile and smart TVs.
Reached grassroots audiences through regional TV coverage and initiated WhatsApp forward chains to amplify the campaign among family groups.

#MatKarForward

70M + Views across Social Media Platforms

3B + Views on TikTok

56% Positive Brand Sentiment

Impact

Virality with Purpose

70M+ video views on social media platforms, with 3B views and 869.6K UGC creations on TikTok.
13.9M+ engagements and 110.1M+ impressions across platforms, gaining 55.5K new Instagram followers during the campaign.
A 10M+ reach via WhatsApp organic forwards.

Public Sentiment Shift

TikTok India saw a 56% increase in positive brand sentiment - the highest during the campaign period.
Nearly 40K flagged reports for fake news in the first week, indicating that users embraced the behavior change message.

Nationwide Recognition

The campaign’s message became a staple of digital conversations, with public figures and authorities using #MatKarForward to endorse responsible online behavior.
The campaign was shared by political figures across parties, reinforcing its national relevance and impact.