Navigating digital myths

In the maze of digital information and possibilities, it’s sometimes hard to know what’s ‘fact’ and what’s ‘fiction’. That’s exactly the challenge Mediawijs — the Flemish Knowledge Centre for Digital and Media Literacy — wanted to address with their latest publication: “Mijn smartphone luistert mij af” – and “22 andere mythes over het digitale tijdperk“.

The goal? Help people navigate the digital jungle with confidence.

To get the message across in a fun, accessible way, we created a two-pronged strategy: a bold creative campaign paired with smart, layered PR. Our partner in crime? Kamiel De Bruyne — social media phenomenon and chairman of de Nationale Vereniging voor Nutteloze Borden. Together, we designed 5 humorous road signs, each inspired by one of the book’s myths, and placed them around the city of Ghent.

Each sign included a QR code, linking to short audio clips (shortcasts) that debunked a myth — voiced by Kamiel and real-life testimonials featured in the book. We reinforced this offline presence with Kamiel’s trademark online humour: videos of him placing the signs and inviting followers to share their own digital dilemmas.

To maximise reach, we collaborated with local libraries and cities, rolled out custom poster and foamboard versions of the signs, and created a campaign visual used across social and print. Our PR campaign layered on top of this effort — tailoring pitches to lifestyle, cultural and news media, and focusing on both the content of the book and its societal relevance.

A media savvy, influencer-led approach

Thanks to our media-savvy, influencer-led approach — backed by a clever seeding, smart timing (launch during the Digitale Week), and multiple waves of social boosting — we got people talking.

Coverage in major Flemish newspapers, magazines, TV and radio
Guest appearance in De Tafel van Gert
28 media clippings in total (print, online, radio, TV, podcast)
Estimated media value of €852k
Book sold out within 2 months; second print run underway

We reached over 200,000 readers via Kamiel’s social channels alone, while our online campaign exceeded expectations with 7x more video views and 4x more site visits than forecasted. And perhaps best of all? We helped make media literacy just that little bit more accessible — one myth at a time.

(This campaign was developed in close collaboration with House of Media).