Creative Challenge & Solution
It's 2022 and The Guardian have seen an increase in social media news consumers after the first national Covid lockdown. Try to convince 18-24 year olds to support The Guardian and pay for a subscription that they could essentially get for nothing.
Social media news is mainly "click bait" and usually isn't fact checked, My solution was to apply a disruptive and engaging digital campaign censoring all of The Guardians social media platforms for 3 days. This would pull in the target audience from social media sites and into The Guardian Live app, allowing them to view a "Newsfeed without the noise"

Target Audience 
18-24 year olds who use social media to consume news.

My Role:
Conceptual thinking
Art Direction
Video Editing
Presentation 
Research and Development
There were two key takeaways during research:
1. That the target audience are more likely to talk openly about the news & difficult topics with friends and family. 
2. That social media news consumers for The Guardian had also risen in older audiences over lockdown.

 

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