Misinformation and disinformation have become pervasive challenges in today’s digital age. Recognising this urgent need, Vishvas News — a fact-checking initiative of Jagran New Media — launched a new project.

The Sach Ke Sathi FactsUp Media Literacy Campaign is a community service initiative launched to empower individuals with fact-checking skills.

Vishvas News travelled to 20 cities in 11 Indian states, employing a hybrid training method that combined on-ground and online methods.

Building an information army

Vishvas News adopted a comprehensive three-stage approach to maximise the campaign’s impact and reach:

Level one involved direct engagement with the community through online and in-person events, with 3,118 individuals actively participating and registering with the Vishvas News WhatsApp tipline. The emphasis here was on fostering a direct connection with people seeking information verification, creating a sense of community and collaboration.

Level two focused on knowledge dissemination and community service. Certified fact-checkers conducted training sessions during the events, educating attendees on identifying fake information and providing information on fact-checking tools.

This initiative led to 103,397 individuals becoming “Fact Champs” who actively shared fact-checking materials within their social circles. This not only amplified the campaign’s reach but also empowered individuals to become knowledge spreaders in their communities.

Level three leveraged the power of social media platforms, community radio, SMS, and print media to achieve a widespread impact. Live coverage on platforms like Facebook, Twitter, and Instagram engaged a broader audience, building trust in the credibility of the media brand.

The extensive networks of Vishvas News, Jagran New Media, and Dainik Jagran were utilised to amplify the reach, ensuring that factual information reached diverse demographics. Dainik Jagran is the most widely-read newspaper in India.

Far-reaching impact

The impact of the Sach Ke Sathi FactsUp campaign was both tangible and significant. The program engaged a remarkable 7.3 million people, demonstrating its extensive reach and community engagement. The WhatsApp tipline’s reach grew from 200 to 2,100, representing an 11X increase.

One of the most noteworthy outcomes of the campaign was the empowerment of individuals as knowledge spreaders. The “Fact Champs” who actively shared fact-checking materials continued to spread accurate information within their communities, creating a network of empowered individuals committed to combating misinformation.

With its multi-level approach, the Sach Ke Sathi project has demonstrated the effectiveness of combining direct engagement, knowledge dissemination, and media outreach to combat misinformation and promote media literacy.

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