Museum of Australian Democracy
Pre-election mis and disinformation campaign
OVERVIEW
The Museum of Australian Democracy (MoAD) engaged ICON to create a pre-election public education campaign tackling misinformation ahead of the federal election.
ICON conceived and delivered Democracy Cards – a tactile, conversation- driven intervention paired with authentic digital storytelling to encourage Australians, particularly first-time and younger voters, to think critically about the information they consume.
The campaign reached over 2.2 million people, exceeded engagement benchmarks and strengthened MoAD’s position as a trusted voice on democratic participation.
BACKGROUND
In the lead-up to the federal election, misinformation was spreading rapidly online, risking confusion and polarisation. MoAD’s brief called for a progressive, inclusive and data-informed approach to counter this trend, with a strong emphasis on engaging younger and first-time voters.
Recognising the need to get Australians questioning and more deeply engaging with what they see and read, we saw the value in something tangible – a thought-provoking tool designed to spark reflection and conversation.
This creative approach ensured the campaign would stand out from typical election-period messaging, grounding it in authentic, real-world interactions that could be amplified online.
CHALLENGE
- Counter misinformation in a highly polarised, fast-moving digital environment.
- Engage diverse and hard-to-reach audiences, including those with low trust in traditional media.
- Deliver a campaign that felt fresh, credible and culturally relevant.
- Achieve measurable reach and resonance within a limited budget and tight timeframe.
SOLUTION
ICON designed and produced Democracy Cards, a deck of open-ended questions about truth, media and democracy, as the centrepiece of the campaign. Using the cards as conversation starters, ICON hit the streets to interview Australians from all walks of life, capturing raw, unscripted perspectives in a vox-pop format.
These authentic voices revealed common concerns about trust, polarisation and the influence of AI – regardless of political leaning. Interviews were transformed into short-form videos, each focused on a single theme, and launched across social media with targeted media spend to maximise reach.
By blending a tactile, real-world activation with inclusive, data-led digital storytelling, ICON delivered an approach that was both innovative and deeply aligned to MoAD’s mission.
RESULTS
- 2.2+ million Australians reached through precision-targeted digital delivery.
- 85,553 click-throughs to educational resources (well exceeding engagement benchmarks) at a cost-per-click of
only $0.35. - ‘Misinformation Explained’ article became the most-viewed campaign resource and one of the top five most-
visited MoAD site pages for the year. - Balanced sensitivity and clarity in addressing misinformation, strengthening public trust.
Established a high-impact, cost-effective model for future democratic engagement initiatives.
SERVICES
Campaign strategy and creative concept development
Design and production of Democracy Cards
Vox-pop street interviews and video production
Social media content creation and targeted media placement
Strategic media counsel and issues management
WHO MADE IT
PR & Communications
Content & creative teams
Account service