RecyBEM: Fighting the #1 fake news story PDF

Through 2016-2018, a highly respected media outlet in The Netherlands, Zembla, suggested that the use of crumb rubber in artificial turf for football pitches causes cancer. Although there was no evidence that supports this claim, media, politicians, football players and parents embraced this view and wanted the rubbers crumbs banned. Hill+Knowlton mitigated the impact of this fake news with a cross-media grass roots campaign that provided stakeholders with facts and viewpoints. Resulting in the protection of 70% of the market share of the client, avoidance of a ban and raising the share of voice of our client in the debate.