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Transparency in political ads online

Media relations during 2019 UK general election campaign.

Overview

Who Targets Me campaigns for greater transparency in political advertising online. Its free web plugin enables voters to see how political parties are targeting them on Facebook, while the data this generates allows Who Targets Me to analyse broader trends and tactics.

di:ga worked with Who Targets Me throughout the 2019 UK general election campaign, to raise awareness and understanding of this type of advertising, increase use of its plugin, and grow the organisation's reputation for expert commentary. We used data, insights and analysis from the Who Targets Me team to develop and pitch stories and respond to reactive media requests. We also wrote a daily briefing email for political and tech journalists, which helped frame the media narrative around online targeting in the final weeks of the campaign.

di:ga helped Who Targets Me secure widespread coverage across the political spectrum in the UK. Highlights included multiple appearances on the BBC, Sky News, Channel 4 and ITV News, as well as print coverage in the Times, Guardian, Financial Times, Economist, Daily Telegraph and New York Times. We also placed an op-ed in The Times and worked with ITV News to develop a package for their election night programming, using Who Targets Me data and analysis.

Reference

"di:ga were strategic, thoughtful and attentive throughout the project. From the very start, they got what we are working to do and it was clear they wanted us to succeed. They generated, and prepared us for, significantly greater awareness and public participation in our work. They're a great team and we loved working with them."

Sam Jeffers
Co-founder, Who Targets Me

Website

whotargets.me