Issue: Politics, scandals and “fake news” on Facebook have eroded the trust between Americans and Russians.
Our aha: Deep down, we’re a lot alike.
Results: A little more peace, understanding and love in the world (or at least between two rival agencies).
You may have noticed the growing divide between Russia and America. Lately, social media has been adding fuel to the fire, fanning the flames of confusion and divisiveness through rampant propaganda, fake news, fear and hate.
Callahan had enough. We set out to bring social media back to its original mission, to connect with people and share ideas. Built bridges, not walls.
Callahan reached out to WPP’s Grey Moscow through Facebook to find common ground. We put aside the misconceptions and the hate being fed to us on social media and quickly discovered that we are more alike than we thought. During the course of several weeks, we collaborated on The Camaraderie Project. It all culminated in a candid, uncensored chat between our two agencies over Facebook Live.