Table 5 Feedback on early prototypes (rapid response service and news wire service)

Focus on audio messaging

• Focus on audio messages through radio, as this is the most accessible means of mass communication.

• Make stories available for listening and download online (e.g. via Facebook, YouTube, Sound Cloud, a project website and iTunes.

• Consider a series of features prepared for specific media (e.g. regional radio) rather than a news service.

Narrow down the target audience

• Segment the resources for specific target audiences as it is difficult to develop a single product that appeals to all.

Make the aim and content clearer

• Make it clearer to the audience that we are empowering them to assess claims about the effects of treatments, not assessing the claims for them.

• Provide a clear message regarding the trustworthiness of each claim.

• Consider using more than one example in the explanations and use claims that are of interest to the target audience.

• Repeat important information in each story.

• Consider a checklist or a list of reminders for our audience as a quick reference tool.

• Use more than one language.

Ensure credibility of the project, content and sender

• Ensure the audience knows that there is a credible organisation behind the project.

• Provide more information about the claims and their origins to avoid the audience thinking that we are making the claims.

• Ensure that the editors, producers and other “gatekeepers” understand what the project is about.

Additional considerations:

• Train journalists and editors.

• Include fact-checking packages with stories.

• Promote the project and stories ahead of time in various media.