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Combatting Misinformation - Coggle Diagram
Combatting Misinformation
Use emotion first, facts second
People don’t change behaviour because of data. They change because of feeling.
Examples of emotional hooks:
“I was scared too until I found out this…”
“I didn’t want to risk my child’s future on a rumour.”
“I get why people hesitate. I did too.”
“This is what actually put my mind at ease.”
This mirrors the emotional pull of misinformation but grounds it in calm truth.
Storytelling
Replace NHS-style statements with intimate, relatable stories.
A. The ‘I was unsure’ arc
Hesitant → learned something real → feels relieved
This mirrors conspiracy storytelling but ends in reassurance.
B. The ‘I protected someone I love’ arc
Humans respond more deeply to protecting family than protecting themselves.
C. The ‘my community helped me decide’ arc
This uses peer influence and belonging as motivators.
D. The ‘I saw what happens without vaccines’ arc
Told through a personal lens, not data.
Use people, not institutions
Parents, barbers, nail techs, local football coaches, midwives, aunties. They carry more trust than spokespeople.
Formats That Mimic Viral Misinformation
These are formats conspiracies use daily because they feel raw, intimate and direct.
A. Lo-fi selfie videos
People trust “shot on phone, messy background, imperfect sound” far more than polished NHS ads.
Why: Feels authentic.
B. TikTok stitches
Respond to viral myths using casual language, not lectures.
C. Green-screen breakdowns
Use the viral “explainer in front of the screenshot” format.
D. Relatable humour & memes
Humour breaks defensiveness.
E. Screenshots of text messages
These perform extremely well because they feel intimate.
F. Car confessional videos
Conspiracy creators love the “talking in my car” aesthetic because it feels private.
Use that same intimacy to communicate reassurance.
Platforms Where Peer-to-Peer Influence Hits Hardest
WhatsApp and community Facebook groups
Their trust levels are huge.
Create shareable content:
short voice notes
myth-busting screenshots
relatable reels from local people
TikTok & Insta Stories
This is where emotional storytelling spreads fastest.
Micro-influencers
Everything.
Especially:
mums
student athletes
community pastors
hairdressers
youth workers
They copy the “fake expert” trust that misinformation uses, but truthfully.
Cultural Tactics: Rooting Truth In Identity
Misinformation spreads by tying belief to identity.
Truth can do the same, ethically.
How to anchor vaccines to identity:
A. Pride
“I got my vaccines because my family always protects each other.”
B. Collective responsibility
“Everyone in my community looks out for each other.”
C. Modern lifestyle
“Vaccines are part of staying strong, staying working, staying active.”
D. Cultural role models
Use trusted community voices instead of faceless institutions.
If targeting minority ethnic groups
Use:
intergenerational storytelling
community-led voices
culturally specific fears
respected elders
local healers or wellness figures
diaspora humour
spiritual language around protection and care
Aesthetic Direction
lifestyle content
wellness TikTok
storytelling vlogs
music/beauty content
podcasts
aesthetic lo-fi documentary snippets
People share things that feel human, not “public health”.
Peer-to-Peer Virality
Calls to action that feel natural:
“Send this to a mate who’s confused.”
“My cousin needed to hear this.”
“Share this if you’ve ever felt unsure too.”
Misinformation spreads because people think they’re helping loved ones.
Curiosity framing
Instead of “Get vaccinated,” use:
“Have you ever wondered why doctors vaccinate their own kids first?”
Suspense
“I didn’t realise this until a nurse explained it…”
Replacing fear with calm clarity
“I know the rumours online scared me too. This is what actually helped.”
“I was confused. Everyone is at first.”
Conversational tone
human emotion
human connection
storytelling
aesthetics people engage with
a voice they trust
facts and statistics
measles
pgl. trips, lifestages, bdays