Belgium’s Biggest Christian Health Funds Turns to Onlyfans to Fight against Disinformation

CM (Christian health insurance fund) is the biggest health insurance fund in Belgium. 

Millions of videos with tips and advice circulate on the web, ranging from day-to-day things to matters that affect one's health. Unfortunately, not all of them are equally reliable, and studies show that young people don't always recognise misinformation, making them sensitive to misleading health tips. An alarming 42% of young people cannot correctly assess whether health news is fake, and 57% say that social media harms their mental health and self-image. As a health fund, CM could no longer ignore these issues, and they have now launched a youth platform with trustworthy health advice.

A campaign that raises suspicion. Really? 

To make this platform known to young people and teach them to be critical of online health information, CM sought advice from LDV United. Together, they are launching a youth campaign with the slogan: "It’s healthy to question health advice.”

LDV United introduced a new brand called 'Really?' - a fake brand with a range of products that promise exaggerated results. For example, 'Prevent STDs with this bar', 'Lose 10 kilos immediately with this spray', or 'Extend your penis with this drink'. These are all familiar claims circulating on the internet, but by putting the 'Really?' logo on them, these promises are immediately questioned.

These messages are shown to young people in relevant places, such as posters about the body near fitness centres or posters about STDs around student cafes. 

However, the most important place to conduct the campaign is, of course, social media. The message is brought to life through a series of short, colourful videos on Instagram, TikTok, Twitch, and YouTube.

OnlyFacts

The campaign aims to make young people not only resilient to deception but also to position CM as the partner for reliable information that tells them where things stand. To make this point, they created a content series on OnlyFans, a platform that differs from other social media due to its uncensored nature and often sexual focus. Under the name 'OnlyFacts', false views and tips are addressed and replaced with reliable health advice. Thus, content that is normally meant to excite people is this time used to teach them something.

Videocast

In addition, the campaign includes three videocasts in which three young people discuss dubious health advice they have encountered online. They speak openly about their experiences and how they deal with them. Some of the teasing quotes from the videocasts are used on social media to direct young people to CM's youth platform, where they can watch the full episodes.

wtFock

Finally, LDV United collaborated with the popular Flemish fictional series wtFOCK to reach young people naturally. The series' characters struggle with themes that concern young people, and these themes are also highlighted in the campaign. Posters appear in the characters' world, and the storyline is altered to address dubious health advice. By placing contextual videos after those episodes, young people are directed to the youth platform directly.