Canada’s largest private-sector union launched a multimedia campaign Tuesday to combat misinformation while supporting Canadian journalism amid what it calls ongoing attacks on news media.
Unifor’s “Fact Checked” campaign includes television, social media and newspaper advertisements featuring people spreading misinformation getting corrected by hockey players, according to the union. The ads will run on major Canadian television stations, online platforms and in newspapers.
“The Canadian news media remains under attack, and all of us are bearing the brunt of this upheaval,” said Unifor National President Lana Payne. “When journalists are silenced, truth is silenced, and when trust in media is eroded, misinformation fills the void.”
The union says the campaign aims to remind Canadians to verify information through trusted Canadian news sources rather than relying on social media, according to Unifor Media Council Chair Julie Kotsis.
“Our Fact Checked campaign is meant as a reminder to Canadians who want to be informed and want to be accurate but just may not remember where they heard that bit of information, to fact check it at a credible Canadian news source and to be wary of social media,” Kotsis said.
Unifor says the traditional business model supporting local news has collapsed, with foreign digital companies accessing Canadian markets without contributing adequately to the Canadian media system, according to the union.
The organization also points to what it describes as rising extremism and foreign interference in Canadian elections as factors contributing to the spread of misinformation and disinformation.
Unifor represents 320,000 workers across major economic sectors in Canada, according to the organization. The union operates as part of its Media Action Plan, which focuses on journalism and media issues.
The campaign directs Canadians to visit factcheckhere.ca for more information.
