What
makes The Guardian different to other papers, is the real positive change their journalism has created over their 200 years. That’s a space worth protecting, and a huge motivation for readers to subscribe.
We chose to retell three of the most recent and relevant stories of change, to prove The Guardian’s journalism is a space worth protecting.
Working with Wriggles & Robins, we built a physical 4mx3m ‘space’ to act as our stage, with actress Zawe Ashton narrating.
This was supported by a nationwide print campaign, developed in collaboration with in-house agency Oliver, that used bold colour and provocative headlines to encourage readers to become digital subscribers.
The campaign was the final push in achieving the paper’s ultimate goal of being 100% reader funded.
We chose to retell three of the most recent and relevant stories of change, to prove The Guardian’s journalism is a space worth protecting.
Working with Wriggles & Robins, we built a physical 4mx3m ‘space’ to act as our stage, with actress Zawe Ashton narrating.
This was supported by a nationwide print campaign, developed in collaboration with in-house agency Oliver, that used bold colour and provocative headlines to encourage readers to become digital subscribers.
The campaign was the final push in achieving the paper’s ultimate goal of being 100% reader funded.
