WhatsApp is very popular in India, but as its popularity increases, bad actors and misinformation can rise as well. To address any safety and security concerns Indian users might have, WhatsApp looked to create a suite of messages to clearly lay out the robust safety features that are built into the app.

We created a series of print, display, and social ads featuring our critical messages (WhatsApp has partnered with 10 fact-checking organizations throughout India, block and report tools are easy to use, messages forwarded many times are automatically labeled suspicious, plus a “kitchen sink” message featuring all of the above). Our “Check the facts.” hero line is paired with helpfully hard-hitting headlines, explanatory body copy, and beautiful but simplified WhatsApp illustrations.