Urban Vision is an important publisher of advertising spaces on buildings undergoing restoration, located in the crowded centers of the main European cities. Its billboards have great visibility and impact. So, Urban Vision decided to proactively use its influence to fight fake news about anti-Covid19 vaccines.

How? By taking the most shocking fake news from the anti-vaccines channels and showing them on a huge 3D billboard, as if they were announced by a TV Channel.

Then, the model of a nearby sunglasses OOH rips off the fake news, revealing a message: “THE TRUTH IS THAT FAKE NEWS ARE DANGEROUS”.

This billboard was installed in a cental street of Milan, where massive anti-vaccines protests took place, blurting out the truth to protesters.

The campaign generated spontaneous press impression, becoming a concrete support for the Italian Health Institutions for the vaccination campaign: in 24 hours it generated more than 4.000.000 of impressions.