Our non-profit client The School of Thought was launching theconspiracytest.org as a way to help fight misinformation and conspiracy thinking.
However, being a non-profit they didn’t have a media budget so we needed an idea that would extend its organic tendrils around the world.
We came up with the idea for a meta-conspiracy – a conspiracy that purported to be unmasking an actual conspiracy, and consequently was.
Users were invited to conspire with us to use the tools of misinformation against themselves and spread the deceit on socials.
The free posters were downloaded, printed, and put up in cities all around the world. Over 7,000 printed posters were sold and delivered, all of which helped to drive the success of theconspiracytest.org website that has so far reached over 60 million people worldwide.
