PROBLEM

The anti-vax movement has been propelled by fake news and online

echo chambers – where algorithms show you only what you want to see.

INSIGHT

A lot of anti-vaxers trust the information they get on the Internet more than

they trust doctors or health organisations.

SOLUTION

The New York Times will make sure anti-vaxers finally see the side of the argument they never see, by reversing Facebook’s algorithm.

CONFIRMATION UNBIAS

We’ll use a simple trick that no brand has used before. When the algorithm picks up that you’re interested in anti-vax posts, instead of showing you similar articles, the New York Times will show you the opposite. We’ll serve you ads telling you why vaccines are so important.

Confirmation Unbias - Google Slides