Institutional Communication in Social Networks is a documentary short film developed and produced for the European Commission. It revolves around well knowed professionals in their fields who tell their experiences, their ‘best practices’ and their opinion on how public institutions will communicate through social networks in the future and how they can face phenomena such as ‘fakes news’. This project is the central axis of a great event held in 2018. it was commissioned by Ogilvy, one of the best-known advertising agencies in the world, founded in 1948 and currently owning 131 offices in 83 countries.
Always with informative intention and a journalistic approach, we seek to create interest and surprise, not only to technicians or specialists but also to a more general public. For this purpose, we interviewed experts and grouped them into thematic blocks, which allowed us to create a series of shorter pills for the project to extend its life on the Internet. We chose a dynamic style that appealed to a modern and connected society, alternating the voices of the different interviewees with graphics, data and urban images.
The first chapter, “How to communicate Europe? Communication strategies and public opinion” was starred by Pablo Simón, political scientist and professor at Carlos III University of Madrid and editor of Politikon, and Vicente Rodrigo, co-founder of CC Europa and director of public affairs at Weber Shandwick.
For the Fake News section, we have the testimony of Clara Jiménez, creator and co-director of Maldita.es (Maldito Bulo, Maldita Hemeroteca), a reference in the dissemination of the different dynamics of viralization of hoaxes on social networks.
In the third chapter we address the different trends in digital communication, with special attention to citizen participation. For this we have Nagore de los Ríos, an expert in communication, data, transparency and open government.
Finally, we counted on the CM of @policia account from the General Directorate of the National Police, Carolina González, to discuss how Public Administrations can improve on managing crises in this area.
Client European Comission and Ogilvy