Hello all!
As you know, since its inception, triplecheck has been focused on the best way to slow the spread and combat the impact of online misinformation.
To that end, we recently completed a study with DSPolitical evaluating (1) the effectiveness of triplecheck creative content when inoculating people against the impact of misinformation and (2) the impact that the inoculation message had on efforts to persuade people of the importance of acting on climate change.
The results of the study were extremely promising, and we're excited to be able to share them with you.
Our study ran two separate tests on people who had been recently exposed to climate misinformation. We found that content encouraging people to consider accuracy before sharing information online (such as the triplecheck inoculation content) is effective at slowing the spread of misinformation. The study also concluded that people who saw both triplecheck inoculation content and accurate information about climate change were (1) more likely to believe in climate change and (2) support new investments to combat the impacts of climate change than people who just saw accurate information about climate change.
The results of both tests were statistically significant and indicate that combining general inoculation content with messaging that seeks to emphasize a specific fact (such as the benefits of clean energy or the existence of climate change) is potentially more effective in moving an audience than an approach that does not include the inoculation content.
The results of the triplecheck study indicate that a paid media program that includes inoculation content targeting people who are likely to be exposed to misinformation on renewables and clean energy could provide a significant benefit to advocacy groups working to push out accurate information in this space, increasing the effectiveness of their paid and earned media efforts without requiring them to change their messaging, investments, or creative content.
The full study can be found
here for your review, and we hope that the results will be useful to you. If you have questions or would like additional information, please let us know and we'll take care of you ASAP.
Best, Devorah and David