Fred & Farid Rolls Out Concern Worldwide’s #UnfortunatelyFakeNews Ad Campaign To Help End Extreme Poverty 

By

Robert Goldrich
Friday, Sep. 17, 2021

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In an advertising campaign titled #UnfortunatelyFakeNews created and produced by Fred & Farid’s Los Angeles shop, Concern Worldwide will launch over 50 fake news headlines that report on real, tangible things the wealthiest, most powerful entities could do to end extreme poverty.

Example: “SPACE CAN WAIT. BILLIONAIRE PUTS PASSION PROJECT ON HOLD. REDIRECTS BILLIONS TOWARDS ENDING EXTREME POVERTY.” 

Utilizing language, sentence structure, typography, and layout design, typical of a reputable newspaper or major news network, each headline appears to be real, until the following is revealed: #UnfortunatelyFakeNews. Until it’s real, please donate. 

The campaign includes these newscaster segments, featuring anchors and authentic network graphics and music, which will disseminate #UnfortunatelyFakeNews in video pre roll.  Director was Henry Israelson via production house Ways & Means.

In effect, Concern--which has been on a 50+ year mission to end extreme poverty--is pointing out the unjust disparity between the ultra-wealthy and more than 800 million people living on less than $1.90 per day. Beyond that, Concern is calling out the individuals who are best equipped to make a difference… and ultimately exposing the undeniable truth that, with so much wealth in the world today, there is no reason (and no excuse) for extreme poverty to exist. 

This is Concern’s first-ever U.S. advertising campaign.
 

Credits

Client Concern Worldwide Agency Fred & Farid Los Angeles Fred & Farid, chief creative officers; Chelsea Steiger, creative director; Hilary Smith, writer; Radouane Guissi, art director; Bridget Callahan, jr. art director; Amanda Van Caneghem, executive producer; Jess Neill, brand strategist. Production Ways & Means Harry Israelson, director; Lana Kim, Jett Steiger, exec producers; Lauren Skillen, head of production; Cedric Troadec, producer; Ryan Carmody, DP; David Lawrence, head of postproduction; Tamra Treu, post producer; Nate Blackmon, editor.

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