Social Media Responsibility. Episode 3

A content series is not complete without a third episode. So, for the third and final episode in the Angry Bird animated series, we close the loop on a bold, visually-led campaign aimed at promoting more responsible and discerning social media use. Developed for our Research and Dialogue Facilitation partner, the Centre for Analytics & Behavioural Change (CABC) and hosted on their CareZA Facebook page, this episode continues our mission of disrupting misinformation and encouraging critical digital habits in a world flooded with noise, outrage, and fake news.

In this instalment, our familiar innocent blue Twitter bird lands on a power line and begins to scroll. As he becomes more consumed by the sensationalist and inflammatory posts filling his feed, he undergoes his usual angry transformation—only this time, it results in a literal electric shock. This moment acts as a clever visual metaphor for the emotional and cognitive jolt that fake news and untruths are designed to trigger. Research has consistently shown that the more shocking or outrageous the content, the more likely it is to be shared. And in a world of algorithms optimised for engagement, emotional manipulation is a feature, not a flaw.

This episode reinforced our central campaign message: “Think before you share. Fact-check first.” It called on viewers to break the cycle of rage, disinformation, and blind reposting. In doing so, it urged them to take a step back, recognise their digital triggers, and choose more mindful engagement online.

Like its predecessors, this episode drew on real-time insights from CABC’s social media analytics, especially around disinformation networks active on platforms like X (formerly Twitter) and Meta. As a social marketing agency, Iron Heart aims to translate these findings into emotionally resonant and accessible storytelling that can shift behaviour.

The animation, crafted by Flic.tv, was intentionally flat and 2D—a stylistic reminder that social media is a constructed space, not real life. Complementing the visuals, accomplished session musician and sound engineer, Josh Thatcher of 9th Street Studios produced quirky, impactful sound design that elevated the narrative with layers of humour and tension.

This final episode reminded users that while social media platforms may struggle to contain disinformation, users still hold the power to question, pause, and protect themselves and others by being more conscious of what they consume and share. It urged audiences to seek out trusted, independent journalism and reputable fact-checking platforms such as AfricaCheck.org, which play a vital role in countering the tide of online deception. As President Barack Obama writes in his Medium Op-ed that supported his Stanford address: “Disinformation is a threat to our democracy”.

The Angry Bird campaign remains one of our most innovative and creative interventions in the digital media ethics space. Through a blend of satire, animation, and behaviourally informed messaging, we were able to create work that not only entertained but educated and empowered with practical advice.

At Iron Heart, we believe social impact content should challenge assumptions and offer real tools for change. Episode 3 was the mic drop—a sharp and necessary reminder that while the internet may shock, we don’t have to be shocked into silence or submission. We can scroll smarter.