IREX + MOONSHOTTransforming 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.

FROM

2020 – 2021

Location

Indonesia

INDUSTRY

Think Tank & Education

Services

Branding Strategy, Logo Design, Digital Strategy, Web + UX Design, Custom Web Development, Custom Game Web Apps

Brave Factor literata
Brave Factor literata

Here’s the story of how we branding a nonprofit that prevent spreading hoaxes in Indonesia

Brave Factor mobile showcase
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. 

Brave Factor literata website showcase
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?
Brave Factor chart
IF SOMEONE PROVIDES INFORMATION THAT CANNOT BE TRUSTED, HOW DO YOU CHECK THE TRUTH?
Brave Factor chart
WHAT SOCIAL MEDIA DO YOU USE?
Brave Factor chart
HOW OFTEN ARE YOU ON SOCIAL MEDIA?
Brave Factor chart

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.

Brave Factor mobile showcase
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.

literata logo
Literata logo breakdown

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.

Brave Factor Literata website development
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.

Brave Factor Literata website development
Brave Factor Literata website development
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. 

If you get the question wrong, you get a second chance to get it right. With each wrong question, you lose credibility. With each right, your family trusts you more. As your mentor has time, they message you privately and train you in good practices to fight misinformation. 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. 

Literata social disinformation game

85% of players finish the game, way above expectations, meaning more people enjoyed learning about fighting disinformation.

"Brave Factor exceeded expectations in virtually every area of their work. As a client, I feel that we pushed the Brave Factor to the limit of the agreed upon scope and they happily obliged us, the client, at every turn."

JOEL TURNER, Technical Advisor, IREX