It’s Fake!' is a campaign that’s trying to change children’s attitude and behavior towards fake information – information that they come across everywhere. In five different formats DR Ultra wants to bring fake to life, and let the children explore their wildest dreams and ideas with different approaches and kinds of fake content. For example, online-scams, deepfakes, and AI-technology. We hope that the campaign will help children and teens pay better attention to fake information and be better prepared to distinguish between what’s real and what’s fake. Children meet fake content everywhere on social media, and they rarely have adults to guide and help them distinguish between real and fake content. This program wants to tackle the problem head on — a problem that will eventually worsen the children’s trust in the information system and the society around it. Lecturing the children is not the way to go, but rather fostering a fundamental change in attitude and critical thinking by speaking to their emotions and letting them feel the consequences of fake information in new entertaining ways and established formats, that they already know and love: YouTube shorts, Ultra Gaming, Glow and Ultra News.