Conspiracy theories and misinformation are threatening democratic societies around the world.
We conspired with some of the world’s leading misinformation researchers at Cambridge, Dartmouth and the University of Queensland to create a new way of addressing this problem.
Instead of making people defensive by trying to convince them they were wrong, we created a gamified experience that empowered them to conduct their own critical thinking investigation.
There were three key insights that informed the user experience design:
First, was a probabilistic scale, to counter the binary nature of true-or-false beliefs.
Second, was to gamify and incentivise the experience to encourage good-faith rationality.
And third, was to replace adversarial debunking approaches by putting the user in control.
This resulted in an average 30% increase in skepticism. The campaign has reached over 60 million people worldwide.
