Iconic Labs PLC (LON:ICON) has inked a partnership with ad agency M&C Saatchi PLC (LON:SAA) as its coronavirus fact-checking site, Infotagion, hits 2mln readers.
The media group said that, under the unpaid partnership, M&C will launch 'Find the Truth. Isolate the Lies', a myth-busting campaign designed to expose lies about coronavirus, through the Infotagion platform.
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The free service will be managed by the founders of Iconic Labs, who will lead the direction, distribution and amplification of the campaign across traditional and social media.
The launch will be supported entirely through earned media including News UK across titles such as The Sun, The Times and Talk Radio. The campaign will be launched in the UK first followed by the US and Canada.
Iconic also said Infotagion has launched a weekly podcast featuring Damian Collins MP, former chair of the Parliamentary Committee on Culture, Media and Sport, as well as key media influencer guests.
The company said since the launch of Infotagion there have been more than 87 pieces of individual news covered by the UK's major news outlets including the BBC, ITV, Daily Mail, radio and local and specialist news sites.
Iconic added that it has also been approached by a number of organisations including universities about using the Infotagion platform and data.
"We have made a very strong start with Infotagion. To receive such a response in such a short period of time just goes to show how important this service is to the public”, Iconic Labs chief executive John Quinlan said in a statement.
“The support has been unprecedented and the platform is growing day by day. The new podcast is the next stage of development and hopefully there will be much more to come. We plan to keep growing this platform and increasing the awareness of what Infotagion and Iconic Labs can achieve", he added.
Shares in Iconic Labs were down 14.1% at 0.034p in mid-afternoon trading on Tuesday.