Client
The School of Thought
Services
Flipsters
Doug Wilson
Motion Designer
John La Motta
Creative Director
More than meets the eye
TheConspiracy Test.org is a gamified platform that helps to increase healthy scepticism for conspiracy theories.
Users select a theory they think might be true, set a baseline of scepticism, then challenge themselves through a series of self-directed steps to increase their Critical Thinking
An interactive way to raise scepticism
Our non-profit client’s objective is to fight the misinformation and disinformation that is undermining liberal democracies globally.
The primary strategic aim of this campaign was to demonstrate the viability of using user experience design, gamified engagement, and evidence-based psychological approaches as a means to increase people’s rationality and improve media literacy.
Seeing is believing
A formal research study in collaboration with academics at Cambridge University, Dartmouth College, and The University of Queensland is planned for late 2024 to replicate these results.
The findings will be shared with governments, media organisations, and technology platforms such as Google, Meta, and TikTok to help mitigate the effects of misinformation and protect liberal democracies from foreign interference and disinformation campaigns.
Results
The campaign reached over 60 million people globally despite having zero media spend. The Conspiracy Test resulted in an average 30% increase in scepticism. This means most people moved from being ambivalent about whether their chosen conspiracy theory was true or not, to thinking it was very likely false.
This result confirms earlier research showing that most people are substantially more receptive to updating their beliefs than is commonly believed, so long as the conditions are conducive to it.
Watch it come to life
From the client
Jesse
CEO of The School of Thought
Flip are exceptionally smart, talented, and produce world-class strategy, creative, and technical executions. They’re the full package and deliver better outcomes than you’ll find from the largest and most respected agencies. They’re also just really lovely people. I can’t recommend them enough.