BBC campaign spearheads fight against disinformation

BBC Creative has released a 90-second film as part of a campaign illustrating the BBC’s ongoing battle against disinformation. 

The film, narrated by BBC News presenter Clive Myrie and featuring prominent BBC journalists, underscores the critical role of journalism in safeguarding truth. 

It will be shared across multiple platforms, including social media, cinema, radio and iPlayer, and aims to highlight the increasing threat posed by disinformation in today’s news landscape.

Speaking to Campaign about the creative process behind the film, BBC Creative executive creative director Rasmus Smith Bech stressed the importance of authenticity. 

He said: "We wanted it to be rooted entirely in stories that had been tackled by BBC News. Everything had to be completely authentic, embedded in real life reporting." 

Smith Bech added that the film also provides a behind-the-scenes look at the work of BBC journalists while directly addressing disinformation. 

"We felt it was important to add a layer of documenting disinformation itself, acknowledging it directly, to make it that much clearer what the fight is against," he said.

The film, directed by Alex Hulsey through Anonymous Content, adopts a striking approach by speaking directly to those who spread false information. 

Smith Bech noted: "Creatively, I think what I find quite interesting, and why I’m particularly proud of this piece of work, is because, as you can hear through the film, we speak directly to those spreading disinformation. These are people that can feel really hard to pin down given they often hide behind online usernames, but by speaking to them directly, it brings them to the forefront, and you understand the role they play."

Beyond its artistic execution, the campaign also aims to serve as a timely reminder of the BBC’s role as a trusted news source in the digital age. 

Smith Bech acknowledged that disinformation is a growing threat, exacerbated by advancements in technology, including AI. 

"There is no better time to put this message out there and to tackle this topic. After all, disinformation isn’t going anywhere, it may actually only become worse in the future as we see technology advancing," he warned.

The BBC Verify team is spotlighted as a key player in the battle against disinformation.

"BBC Verify’s main purpose is to explain to viewers not just what BBC News knows but how they know it," Smith Bech said, highlighting the team’s role in ensuring transparency in reporting. He stressed the importance of maintaining the BBC’s high standards of impartiality and factual reporting, even when faced with polarising stories.

"At the heart of reporting is that commitment to impartiality. It's important we never lean one way or another; that’s the way we work at the BBC," he concluded.

The campaign and film aim to reinforce the BBC's mission of providing accurate and unbiased reporting, while tackling the ever-present challenge of disinformation. 

Deborah Turness, CEO of BBC News, said: “At BBC News we are leading the global fight against disinformation. This film captures the lengths we go to in the 'Pursuit of truth' - from difficult and dangerous environments to deploying tools and technology that help us verify the facts.

"We are proud to be the world’s most trusted news provider, and I hope this film shows just how hard we work, each and every day, to earn the trust of our audiences."