In response to the rise of fake news on social media, Philippine media startup Probe launched a fact-checking campaign called Tsek/Eks. To engage the younger demographic, they collaborated with influencers, in an initiative that was unheard of in the media space. The fact-checking campaign leaned on Probe's archives, leveraging historical videos to debunk misinformation.
At Beta, Jen Aquino, the company’s managing director, talked about how Probe's fact-checking efforts gained recognition, which led to their inclusion as one of the verified fact-check signatories of the International Fact-checking Network in 2020.
However, recognizing the limitations of traditional media, Probe expanded its approach by partnering with international media support and collaborating with diverse content creators.
Their partnership with Your Tita Baby, a drag queen content creator, highlighted Probe's strategy to involve unconventional voices in the fact-checking campaign. Your Tita Baby emphasized her unique perspective as a Gen Xer with a foot in both the millennial and baby boomer generations. This approach aims to bridge communication gaps and engage a wider audience in discussions about history and politics.
