Social Impact

Seesame helps O2 fight hoaxes

Technologies are a good servant, but a bad master. Besides amusing memes, they also facilitate the spread of disinformation and hate speech. For the mobile carrier O2, we joined forces with Free Andy Agency and Zenith Media to develop a campaign called “Zdieľaj s rozumom” (“Browse Responsibly”) designed to teach people not to fall for just any kind of nonsense.
Our task was to steer the campaign to achieve the “right” social impact

Face masks and vaccines don’t work. These very words recently came from the mouth of the well-known TV host Zlatica Švajdová Puškárová in a video. It wasn’t the actual TV Markíza’s TV host, though. Created using artificial intelligence, the video was a fake – a deepfake. In the video, Puškárová slowly morphs into the actress Kristína Tormová, who then goes on to explain it is foolish to believe everything you see.

This video marked the beginning of an initiative launched by O2 that aimed to warn people that hoaxes can be harmful to both themselves and their friends and relatives.

A website that is easy to understand

It was crucial for O2’s campaign to be based on a simple, clear and friendly communication. Our goal was not to tell people what they should or should not think. Instead, we wanted to show them a few simple tricks and tell stories suggesting there is no shame in falling for scams, but it is shameful not to learn a lesson from such a mistake.

We prepared content for the campaign website,, which prompted people to take a media literacy quiz in return for unlimited data for one day.

As many as 27,000 people took the quiz, improving their media literacy in the process

Before the campaign went live, the website had been pre-tested in 4 focus groups to make sure it really was easy to understand and the language used did not put sceptics off.

Stories people could relate to

We engaged people who had previously fallen for conspiracy theories but eventually changed their mind based on facts. Former antivaxxer Juliana opened up about how she had changed her mind about vaccination. Former conspiracy theorist Samuel told us about his journey from conspiratorial tabloids to serious media.


The personal confessions were complemented with advice from psychologists: Dušan Ondrušek shed some light on how people should talk to conspiracy theorists and Vladimíra Čavojová shared her 8 tips on how to think critically.

Media and influencers put their shoulders to the wheel

Personally supported by Zlatica Švajdová Puškárová, Kristína Tormová and Dušan Ondrušek, the campaign was rolled out at a hybrid press conference both on O2 premises and online.


As many as 27 influencers got involved in the campaign – some had been approached on purpose, but others simply joined the campaign organically.

The “Browse Responsibly” campaign taught people not to fall for just any kind of nonsense

Since we did not just want to preach to the converted, we also paid attention to how people coming from mainstream and disinformation websites had fared in our media literacy quiz.

During the campaign, O2 sold selected new devices with a warning sticker with a link to the campaign website, where O2 customers can still find tips on how to think critically.

As part of the campaign, O2’s Fair Foundation has distributed 60,000 euros among projects and organisations that work towards creating a healthier information space.

Campaign results

2,000,000 people

reached by the deepfake campaign video


visits to the campaign website

72 %

of campaign quiz takers completed the quiz


Zlatý klinec
Category of “Creativity in PR”


Zlatý klinec
Category of “Campaign”


Zlatý klinec
Category of “Digital”