Social media has rules for virality: bold statements, polarising topics, expressive delivery. As a creator, I've used them and benefited from them. But as a founder of an agency, working with the UN to tackle vaccine hesitancy, I realised that they can work against us as a society. As a Ukrainian, I’ve seen how misinformation can kill, and have been fighting against online war propaganda of the Russian government. This session uncovers how misinformation spreads on social media, why it matters and what individuals and platforms can do about it.