IREX + MOONSHOT Transforming the way misinformation is viewed in Indonesia
Moonshot is a social enterprise specializing in countering violent extremism and other online harms. IREX is a global development and education organization. Together, they came to Brave to create an educational website and game to fight misinformation in Indonesia.
SCOPE
Branding Strategy, Logo Design, Digital Strategy, Web + UX Design, Custom Web Development, Custom Game Web Apps
INDUSTRY
Think Tank & Education
LOCATION
Indonesia
YEAR
2020 – 2021
Here’s the story of how we branding a nonprofit that prevent spreading hoaxes in Indonesia
THE CHALLENGE
IREX and Moonshot set with a question – can online disinformation be reduced through education? And can we make it fun? They already had the course information, but they need a name, a site, and a quiz game to challenge curious learners.
Insights
We started with research. Who is affected by disinformation? What patterns can we shift from a short 10 minute game, if any? From the research, their age, education, gender, or location didn’t really matter. Those who use the internet more are more susceptible to hoaxes and misinformation. We ran polls and conducted interviews to first learn how people consume information.
WHERE DO YOU GET YOUR DAILY INFORMATION / NEWS?
IF SOMEONE PROVIDES INFORMATION THAT CANNOT BE TRUSTED, HOW DO YOU CHECK THE TRUTH?
WHAT SOCIAL MEDIA DO YOU USE?
HOW OFTEN ARE YOU ON SOCIAL MEDIA?
We needed a realistic approach. After determining their target audience persona, we focused on the early adapters for the launch of the site and game. If the early adapters love the game, they will be sure to share.
"Brave Factor's team provided critical support in contextualizing the content for our target audience in Indonesia and when necessary, challenging us on our assumptions about the best course of action. We are very grateful to Brave Factor for toeing the line between delivering on what the client wants and addressing our very real blind spots."
JOEL TURNER, Technical Advisor, IREX
PLAYING THE GAME
We were hired to create a yes/no quiz, but we recommended the quiz become a family-chat situation. We wanted it to feel as similar to a real life situation as possible, so any player would be able to relate better. Our goal was to cause the player to question more, and hopefully create new habits of double checking shared content in group chats. For a success metric, we set the goal of 50% completion rate.
NAMING THE EXPERIENCE
All great experiences need a name. After a few rounds of naming, we chose Literata. The name meaning is “Lihat Teliti Fakta nan Aktual” roughly meaning “Look for the Thorough, Actual Fact.” It gives the sense of: Look, think, and decide.
For the game, we settled on Gali Fakta, meaning “Dig for the Facts.” Like digging for gold, Gali Fakta invites the user to take the positive action for searching for truth.
NAMING THE EXPERIENCE
All great experiences need a name. After a few rounds of naming, we chose Literata. The name meaning is “Lihat Teliti Fakta nan Aktual” roughly meaning “Look for the Thorough, Actual Fact.” It gives the sense of: Look, think, and decide.
The site
We wanted the site to feel friendly and be easy to use. It may be an educational site, but it doesn’t need to feel boring. We chose a minimal, illustration heavy site to avoid associations with specific people, religions, races, or cultures. This was a site that was for all, but we still wanted it to feel personal no matter who you are.
"Brave Factor's mix of passion and professionalism is a rare combination and one that makes them a truly rewarding firm to work with."
JOEL TURNER,
Technical Advisor, IREX
THE GAME
The gameplay, is simple: You are thrown into a family chat with people sharing a lot of posts. Your mentor is too busy to answer, so they need you to double check everything. With each question, you have the opportunity to check the news and report back if it’s true or not.
With each wrong question, you lose credibility. With each right, you build trust and credibility. We want to reinforce two important concepts: Don’t assume you know the answer, and double check what you hear. And two, checking and sharing the truth is a desirable trait that others admire.
After the game, the player gets a score and is invited to learn more on Literata.id. We wanted to make sure to closely connect both the game and the educational site to keep visitors curious for more.
