4E. The Seattle Times LiveWire Fact vs. Fake ad

E. The Seattle Times LiveWire Fact vs. Fake ad: The Seattle Times announced its LiveWire event, Fact vs. Fake: Fighting back against fake news, with an unusual, provocative visual and shocking statistics to implicate and engage the reader. Bold creative was designed to stop and startle – first by piquing interest with an eerie image to draw them closer, then by confronting readers with the fact that fake news headlines fool American adults 75% of the time, spurring them to take action by registering for the event to learn more. This first ad hit home with readers —the event sold out almost immediately and generated a long wait list. It created urgency and dialogue around the timely issue of how to fight fake news and preserve the integrity of a free, independent and legitimate press.

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