The Truth

A relatable campaign that persuades young people to pay for reliable news.

(Transmedia Advertising Campaign)

D&AD Entry 2019 in collaboration with Elsa Rakel Olafsdottir and Gee Sewell.

Brief

Create a campaign that persuades young people to pay for reliable news.

Outcome

The Times is the only news source that can be quoted in a court of law. Using the oath, the campaign promises to tell the truth, presenting the idea that reliability is worth paying for. This is demonstrated by cross-media posters that address multiple issues, targeting a wider audience with topics that directly affect them. Typeface: Times New Roman.

Shareable social media stories which are relevant to live news are relatable and likely to spark conversation among the younger audience, using the hashtag trend #KnowTheTruth. It provides a call to action, where the user can swipe up to subscribe, read the article and reveal 'The Truth'.

By tracking reading history, personalised social media stories suggest new articles to maintain the readers interest. The tone of voice is promising and mirrors the core brand value of reliability.

Exhibited at UNFOLD 2019, Arts University Bournemouth