Social media, which connects and catalyzes change, can also be a minefield of fake news and falsehoods. These messages are an example of the steady, constant stream of misinformation spreading through platforms and networks which link families, friends, and associates. The undercurrent of anxiety and panic is palpable.

It is for this very reason that The Times of India launched a community service “Times Verified”, that aims to provide clarity and accuracy on vital issues through a collaborative effort with readers. It was aimed at motivating readers and non-readers to use the Times Verified service and drive social shareability of busted fake news, hence contributing to breaking the chain of fake news.

Citizens can share any dubious message to “+91 98198 88887” and TOI’s panel of experts will verify the message as True or Fake after thorough investigation. The initiative also urges readers to share fake news busted by this service on their social handles to spread awareness and fight menace of fake news. The service was launched with a 360-degree promotional strategy to drive shareability of busted fake news and usage of the service. “Fake news of the Day” was made the main communication.