Metamorphosis Foundation Featured in Global Campaign for World Press Freedom Day

On this World Press Freedom Day, the global IFEX network has launched the “Meeting the AI Moment” campaign, spotlighting civil society efforts to counter disinformation in the age of artificial intelligence. The Metamorphosis Foundation is among the featured organisations in the campaign, with its innovative approach to youth engagement and media literacy offering a compelling model for navigating the challenges of AI-powered misinformation.

As AI continues to reshape the global information landscape—bringing both opportunities and threats—civil society organisations like Metamorphosis are stepping up to ensure that press freedom not only survives but evolves. The “Meeting the AI Moment” campaign emphasizes the critical role of such organisations in fostering informed, resilient societies at a time when synthetic media, deepfakes, and AI-generated content are increasingly being weaponized to distort public discourse and undermine trust.

In North Macedonia, where media literacy remains one of the lowest in Europe and disinformation campaigns target everything from public health to elections, Metamorphosis has long been at the forefront of countering harmful narratives. Through a multi-pronged approach that includes media platforms like Meta.mk, fact-checking services such as Truthmeter, and regional cooperation via the Western Balkans Anti-Disinformation Hub, the Foundation has developed a robust toolkit to defend the information space.

A standout initiative featured in the IFEX campaign is Cyber Shakes—a series of youth-focused events launched in 2023 to explore the impact of emerging technologies on information integrity. Held in informal venues such as cafés and nightclubs, Cyber Shakes bring experts and young people together to discuss everything from deepfakes to data privacy, using interactive tools like quizzes and influencer-led promotions to spark meaningful dialogue.

One such event, “Deepfake or Reality,” held in early 2024, offered a dynamic mix of expert panels and live audience engagement. Participants—including journalists, computer science academics, and tech editors—guided young attendees through real and manipulated images, encouraging them to question and analyze visual content in a digital age. The event also opened the floor for young people to voice their growing concerns about AI misuse, including the disturbing rise of sexualized deepfakes and online harassment.

“We didn’t ask them to come to us—we went to them,” said Goran Rizaov, Programme Manager for Information and Media Integrity at Metamorphosis. “The goal was not to lecture, but to create a space where young people could ask questions and share concerns. Many already knew about the risks of AI, but what they lacked was a platform to talk openly and find others who felt the same.”

Feedback from these events is shaping Metamorphosis’s future strategy. Plans are underway for a new series of youth- and elderly-oriented events combining education and entertainment to further unpack complex topics like conspiracy theories, surveillance, and AI ethics. Metamorphosis also remains committed to regional cooperation, continuing to expand its leadership within the Western Balkans Anti-Disinformation Hub.

Crucially, the Foundation maintains a balanced stance on technology. “We emphasize the positive potential of AI when used ethically,” said Rizaov. “Our aim isn’t to scare people—it’s to equip them with the knowledge to use technology wisely, while being aware of the risks.”

Through its contributions to IFEX’s “Meeting the AI Moment” campaign, Metamorphosis Foundation reaffirms its commitment to empowering citizens, especially the youth, with the critical thinking skills and media literacy needed to defend press freedom in an AI-driven world.