CORRECTIV Factinating
Training trusted voices: empowering creators to fight misinformation ahead of major elections.
4.35M
combined creator followers
1.85M
direct creator reach
6M
total impressions
353,100
engagements
Challenge / Context
As misinformation spreads rapidly across social media, particularly during election periods, traditional fact-checking alone is often not enough to reach younger audiences. Together with CORRECTIV, one of Germany’s leading investigative journalism organizations, the goal was to empower creators to become trusted voices within their own communities and actively contribute to media literacy and democratic resilience.
Strategy
The Factinating initiative was designed to bridge the gap between professional fact-checking and creator communities. Rather than simply informing creators about misinformation, the program equipped them with practical tools, expert knowledge, and storytelling strategies to identify, challenge, and communicate against disinformation in their own content.
Particular focus was placed on creators from diverse and underrepresented communities, ensuring that trustworthy information could reach audiences often underserved by traditional media channels.
Execution
- Developed and curated a creator-focused learning and engagement program
- Recruited creators from entertainment, lifestyle, political education, and community-focused backgrounds
- Organized and produced an immersive workshop experience with leading experts from journalism, politics, technology, and digital communication
- Facilitated sessions on fact-checking, misinformation detection, political communication, AI-generated misinformation, and responsible content creation
- Built a creator community designed to amplify fact-based narratives beyond the workshop itself
Outcomes
Brought together creators from diverse cultural, social, and professional backgrounds, including comedy, lifestyle, political education, entertainment, and social justice. The participating creators represented a combined following of more than 4.3 million people across TikTok, Instagram, and LinkedIn, with audiences concentrated among younger demographics aged 18–34 and strong reach across Germany, Austria, and Switzerland.
Learnings
Combating disinformation requires more than fact-checking. It requires trusted messengers. Creators have become key intermediaries between information and public opinion, especially among younger audiences. By combining journalistic expertise, community-building, and creator-native storytelling, Factinating demonstrated how digital creators can strengthen media literacy and democratic participation at scale.