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The industry reacts: "Relying on and paying for big tech is like sitting on a freeway in neutral."
Hayes: "Our hope is that this groundbreaking work will have an impact not just here in Australia, but globally.”
Dodson previously spent six years at YouTube in Australia before moving to London to build YouTube's subscription and music business.
To date, Emotive said the campaign has reached 13.3m users on TikTok and generated $1.5m in earned media value.
The program aims to tackle mis- and disinformation across Australia and New Zealand.