The UN’s Pause marketing campaign, which inspires social media and different information shoppers to cease and examine the validity of knowledge they share, acquired a main endorsement on Thursday after a examine from a number one analysis institute in the USA concluded that it has helped encourage the behavioural change wanted to cease the unfold of misinformation on-line.

The report from the Massachusetts Institute of Know-how (MIT), performed within the UK and the US, discovered that the easy act of pausing to query the origin, credibility, relevance and accuracy of any data earlier than sharing it on telephones, computer systems and social media platforms, considerably lowered folks’s propensity to share misinformation.  

Verified initiative 

The marketing campaign was launched below the UN’s Verified initiative, in collaboration with social impression company, Goal, which goals to empower folks around the globe with science-based data through the COVID-19 response.  

Working with UN companies, influencers, civil society, companies, and social media platforms, Verified creates and distributes trusted, correct data and encourages shoppers to alter their media consumption practices to scale back and cease the unfold of misinformation on-line. 

Within the examine, contributors who noticed the Pause marketing campaign content material had been notably much less prone to share pretend headlines.  

Maintain one another protected 

“The monumental job of tackling misinformation belongs to all of us. It’s about how we will come collectively to drive social change, shifting behavioural norms and tapping into folks’s sense of solidarity to maintain one another protected,” mentioned Melissa Fleming, UN Beneath-Secretary Normal for World Communications.  

“The MIT examine reveals that pausing earlier than sharing will not be solely doable but in addition the accountable factor to do, particularly in an age the place it has turn out to be laborious to separate the reality from the lies.”  

In accordance with the World Well being Group (WHO), within the first three months of 2020 alone, practically 6,000 folks had been hospitalized due to COVID-19 misinformation. The Pause marketing campaign, which reached practically a billion folks in 2020, is redoubling its efforts to empower extra folks to share data responsibly.  

New part 

The brand new part of the marketing campaign asks the world to take the #PledgetoPause, and “flood the Web with the pause image”.  

Guided by analysis, the marketing campaign is constructed on the premise that by interrupting, even for just a few seconds, the impulse to share one thing we see – an urge typically fuelled by feelings corresponding to pleasure, anger, even altruism – we permit ourselves time to assume extra critically. 

“Through the COVID-19 pandemic, the flawed data will be lethal. Take the pledge to pause and assist cease the unfold of misinformation”, mentioned Ms. Fleming.