Empower yourself with the truth
Media Project Scope
What is The Social Sense Project?
The Social Sense Project is a student-led media literacy campaign aimed at helping Jamaican youth become more aware of misinformation and its effects on their decisions, emotions, and communities. It focuses on educating students on how to identify fake news, understand the consequences of misinformation, and promote responsible digital behavior.
71% of Jamaican youth say social media affects their mental health.” – UNICEF U-Report]
Health Minister Dr. Christopher Tufton confirmed that the government had to invest heavily in debunking dangerous claims.
According to the Jamaica Observer, these social media platforms have been called “mass weapons” of misinformation, especially during high-stakes periods like election campaigns.
WHY THIS CAMPAIGN MATTERS?
In Jamaica, misinformation has become prevalent. From false health information during the pandemic to misleading news during elections and fake news has repeatedly shown its ability to misinform and manipulate.
Target Audience
Primary Audience
Young adults aged 18-25, specifically Jamaican college students and young professionals who are highly active in social media. This age group is most likely to engage with influencers and news outlets. Additionally, they are often involved in online discourse about popular and current events which makes them potential spreaders or correctors of misinformation.
Secondary Audience
Older adults (50+), particularly those who may not be as digitally literate and are more vulnerable to misinformation. Many in this group rely on forwarded messages from WhatsApp, Facebook, and traditional media sources without verifying the accuracy of the content. The campaign will address their needs through simplified educational materials that cater to seniors, ensuring they have the tools to identify and avoid spreading false information.
Highligths
St Hugh's High School for Girls
Media Literacy Session with the St. Hugh’s High School Media Club
The Social Sense Project team visited the St. Hugh’s High School Media Club for a meaningful session centered on media literacy and the dangers of misinformation. Held in a classroom setting, the session featured open conversations and practical tips on how to recognize misinformation and think critically online. Students were receptive and engaged throughout, many expressing how their own social media behaviors were challenged by what they learned.
IMPACT
Students asked insightful questions, shared personal experiences, and reflected on how easy it is to unknowingly spread false information.
STUDENT QUOTE
"I never considered how one share can spread something harmful. This made me more vigilant"
Highligths
THE BEYOND THE TRUTH SEMINAR
Beyond the Truth: A Seminar on Misinformation and Media Responsibility
Held at a lecture theatre at UTech, Ja, Beyond the Truth brought together students and educators for a focused conversation on misinformation and digital responsibility. The seminar began with a warm welcome and an engaging icebreaker to set the tone, followed by a brief message from the campaign manager. The keynote speaker delivered impactful insights on the real-world consequences of misinformation. The session ended with an interactive, scenario-based activity that challenged participants to identify fake news in various online contexts. The audience was highly engaged, participating in discussions and reflecting on how they interact with information online. The event concluded with a heartfelt vote of thanks and presentation of tokens to those who helped bring the vision to life.
Audience Response
Students and educators praised the event for being both informative and engaging. The interactive elements made the message stick.
Sponsorship
Denham Auto Sale & Rentals is a leading provider of affordable and reliable vehicle sales and rentals in Jamaica. With a reputation for quality service and customer satisfaction, the company offers a wide range of vehicles for personal and business use. Committed to community development, Denham Auto Sale & Rentals supports initiatives that promote media literacy and responsible digital engagement.
Red Bull played a key role in supporting The Social Sense Project by providing a case of energy drinks for The Beyond The Truth Seminar. This partnership added a vibrant and energetic element to the campaign, keeping both our team and participants refreshed and engaged throughout the day. Red Bull’s contribution helped enhance the overall experience and was a valuable part of creating a dynamic and high-energy atmosphere for our audience.
Challenges
Like any good project, The Social Sense Project had its fair share of hiccups. Getting people to care about misinformation sounds easy in theory—until you actually try to get the support, time, and resources to make it happen.
Lack of sponsorship. We had big ideas, but limited funds meant we had to get creative (and frugal) with everything—from printing materials to organizing sessions and managing transportation. A lot of what we pulled off came from pure dedication, resourcefulness, and favours from supportive friends.
Getting access to schools. We wanted to reach as many students as possible, especially those in media clubs but securing time slots wasn’t always easy. Some schools were excited to have us, while others couldn’t fit us in at all, or we simply did not get a response back, despite our best efforts.
Limited engagement from older adults, one of our secondary target groups. While we designed simplified materials and tried to make things accessible, it proved tough to get consistent interaction from that age group, especially those not very active online. Bridging the digital divide is definitely an ongoing challenge.
Social media sucesses
JAN 1- APRIL 22
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Total Views: 31.7k
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Accounts Reached: 15.5K
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Avg. Weekly Reach: ~1,279 users
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Top-performing Content: Reels
JAN 1- APRIL 22
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Total Views: 18.4K
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Accounts Reached: 271
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Total Watch Time: 5 hours 18 minutes
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Top-performing Content: Social Sense tips
Campaign sucesses
What We Achieved:
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Successfully engaged over 100 students across two major events.
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Started real conversations about fact-checking and digital responsibility.
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Created a toolkit of games and activities for schools to replicate.
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Secured sponsorship from Denham Auto Sales and Rentals & Red Bull
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Created a website for easy access of recources
Final Evaluation
Why It Matters
This campaign helped create a new awareness in students that being media literate is not just for journalists, it’s for everyone online.
1. How familiar were you with fake news before the campaign?
2. How confident do you feel spotting fake news now?
3. How likely are you to apply what you’ve learned?
4. Would you recommend this campaign to others?
63% had some knowledge, 25% minimal knowledge, 12% very familiar
80% more confident, 20% slightly more confidentt
78% very likely, 18% somewhat likely, 4% unlikely
100% said yes