Wired.it - "NOTITLE"

TBWA\ITALIA

TBWA\ITALIA Milan, Italien

441

Titel	NOTITLE
Agentur	TBWA\ITALIA
Kampagne	NOTITLE
Werbende	WIRED
Marke	Wired.it
Posted	November 2022
Geschäftsbereich	Medien, Verlagswesen & Produktion
Story	During the Covid-19 years, the Italian online newspapers used manipulated headlines generating panic among the readers. "Taranto. 82 years old dies after receiving the vaccine" is only an example of how clickbait, misinformation and social media echo chambers manipulated people's opinions.For 24 hours all articles on wired.it, and on the magazine's social media channels, were published without a title, but with a single headline: This article has no title. (Questo articolo non ha titolo in italian). A brave provocation that generated a strong reaction among journalists, influencers, opinion leaders and most of all, common people, who shared the need for a more ethical journalism, free from clickbait and sensationalistic headlines.We get over 5,500 reactions and shares and about 670,000 impressions, a reduction of 33% of bounce rate and really more full articles read, with a total estimated of more than 2,750,000 words read, in addition to the title.
Problem	wired.it is an Italian online magazine whose aim is to prevent misinformation, fighting for a more ethical journalism, free from clickbait and sensationalistic headlines.
Medientyp	Case Study
Chief Creative Officer	Mirco Pagano
Creative Director	Frank Guarini
Creative Director	Vittoria Apicella
Texter	Debora Crestale
Art Director	Sara de Carli