As the Covid crisis mushroomed, India’s favourite messaging app found itself in the thick of a misinformation crisis. Finding ways to empower its people to fight this issue is always a priority for WhatsApp. This time, it was developing a feature-led digital campaign to educate people on fighting it. Our brief was to work closely with the creative agency to help maximize the impact of this digital campaign…

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All through this project, we worked closely with WhatsApp teams sitting across continents, plus creative teams and participants sitting across Indian cities. It is a great example of using digital platforms to run research most efficiently, intuitively and comfortably for everyone involved. And it ensured that WhatsApp stayed connected to the voice of its people regardless of the lockdown.