During elections, misinformation spreads rapidly, influencing public opinion and fueling confusion. To counter this, Google wanted to launch a campaign that would help people recognize and resist false information, especially in the lead-up to the 2024 Indonesian elections.

To achieve this, Toaster SG partnered with Google’s Jigsaw unit to create the “Prebunking” campaign for Google ID—designed to address false narratives and misinformation before they take hold.

We used local insights, humor, and social engagement to transform the complex topic of fake news into a relatable and entertaining format: a prebunking game show. This approach encouraged the audience to be more investigative and critical of the content they encounter online.

The campaign adopted a popular game show style familiar to Indonesian audiences, maximizing reach and engagement across social platforms. At the heart of it was the catchy and memorable tagline, "Recheck Sebelum Kegocek" — which means "recheck before you misled" — reminding people to verify information before believing or sharing it.

We managed the full scope of the campaign, from creative concepting and testing to research fulfillment, resulting in three short films that highlighted the most common misinformation tactics seen in Indonesia:

• Emotional Manipulation: Evoking emotional reactions (anger, disgust, guilt, or fear) instead of relying on facts and logic.

• Contextual Distortion: Altering information’s context or selectively using data to support an agenda.

• Discrediting Tactics: Employing derogatory names, labels, or false statements to tarnish someone/entity’s reputation.