Who is NLP: A non-profit founded in 2008 that works across the U.S. addressing misinformation in news consumption among youth. Their mission is to equip Gen Z with critical-thinking skills to evaluate false information, enabling them to participate in society as informed citizens.

The Insight: People decide whether to fact-check based on perceived consequence, not accuracy. If a story isn’t going to change their world, it can live unchecked.

The Idea: Since Gen Z is unwilling to make the effort to seek out correct information, partner with Google to deliver it directly to them in the easiest way possible with the Yellow Line.