In the digital age, news spreads at the speed of a click. But speed is not always synonymous with truth. Fake news circulates rapidly, driven by the emotional urge to share what outrages or frightens us: a mechanism that affects us all, often in good faith, but which can have real consequences for the quality of information.

This is the inspiration behind “The truth matters, count to 10!”, the cross-media campaign by Mediaset dedicated to responsible journalism and the fight against disinformation. A project designed to raise public awareness of a simple yet crucial step: pausing to reflect before sharing a news item.

Flow Digital oversaw the entire execution of the campaign, handling the graphic design and motion graphics across all touchpoints involved: TV, web, social media and DOOH. This cross-media coordination required visual and narrative consistency across very different formats and styles, whilst always keeping the campaign slogan at the heart of the communication.

Each piece of content has been designed to encourage a moment’s reflection: the right questions to ask yourself before sharing, the value of a reliable source, and the importance of reading beyond the headline. Simple, direct messages, crafted to speak to a broad and diverse audience, in line with the role Mediaset plays today in the Italian news landscape – ranked first among the most reliable sources according to the Reuters Institute’s Digital News Report 2025.

This project demonstrates how communication, when practised responsibly, can itself become a service: not only providing accurate information, but also fostering awareness of how we experience it in our daily lives.