ABC NEWS / CAMPAIGN
Taking a stand for NEWS stories that matter
2021
THE BRIEF
TODAY’S MEDIA LANDSCAPE IS MORE DIVIDED THAN EVER.
WITH AN ENORMOUS, UNDIFFERENTIATED GLOBAL ONSLAUGHT OF UNRELIABLE SOURCES, FAKE NEWS, PARTISAN COMMENTARY AND BIASED COVERAGE, ABC NEWS REMAINS THE MOST VALUED SOURCE OF RELIABLE INFORMATION FOR AUSTRALIANS.
IN 2020 AUSTRALIANS CHOSE ABC NEWS AS THEIR NUMBER ONE SOURCE FOR TRUSTED COVERAGE OF THE US ELECTION, THE BLACK SUMMER BUSHFIRES AND BOTH STATE AND FEDERAL ELECTIONS – MAKING IT THE LEADING DIGITAL NEWS BRAND IN THE COUNTRY, REACHING HALF THE POPULATION PER MONTH.
WE WANTED TO ASSURE ALL AUSTRALIANS THAT BIG OR SMALL, ABC NEWS IS COMMITTED TO COVERING THE STORIES THAT MATTERED TO THEM.
When it matters to you, it matters to us
A NEW PERSPECTIVE ON THE STORIES — AND THE PEOPLE BEHIND THEM.
OUR APPROACH
THIS NATIONAL CAMPAIGN WAS BORN OUT OF ABC’S MISSION TO MAKE THE NEWS MORE RELEVANT TO MORE AUSTRALIANS. WHILE MANY LOCAL MEDIA AND NEWS PROVIDERS HAVE EITHER WITHDRAWN FROM REGIONAL AUSTRALIA OR CLOSED DOWN ALTOGETHER, THE ABC’S COMMITMENT TO SERVING LOCAL COMMUNITIES AND CONNECTING ALL PARTS OF THE NATION IS UNMATCHED.
OUR PLATFORM WHAT MATTERS TO YOU, MATTERS TO US IS AT THE CORE OF WHAT DRIVES ABC JOURNALISTS TO DELIVER WORLD-CLASS REPORTING, EARNING MORE THAN 60 LOCAL AND NATIONAL JOURNALISM AWARDS IN THE PAST YEAR.
OUR 360° INTEGRATED CAMPAIGN PUT A SPOTLIGHT ON REAL NEWS STORIES, SOURCED FROM ACROSS THE COUNTRY. THE HEARTBREAKING, HEROIC AND JOYOUS EVENTS DEMONSTRATE THE MOMENTS WHEN NEWS MATTERS MOST.
THE IMAGES FROM SOME OF AUSTRALIA’S BEST PHOTOJOURNALISTS HIGHLIGHT THE HUMAN FACES THAT SHAPE OUR COUNTRY, CAUGHT IN THE MIDST OF LIFE-CHANGING EVENTS THAT IMPACT US ALL.
THE CAMPAIGN ALSO FEATURED An ENDORSEMENT FROM DUA LIPA, WITH SPECIAL APPROVAL SECURED DIRECTLY FROM THE ARTIST FOR HER INVOLVEMENT IN THE NATIONAL CAMPAIGN across outdoor and digital.
RESULTS
As a result of the campaign, the ABC News App becAme the most downloaded free app in Australia.
THE CAMPAIGN WAS AWARDED WITH A GOLD AT PROMAX ANZ, RECOGNISED AT PROMAX GLOBAL EXCELLENCE AND AWARDED GOLD BY THE GRAPHIS ADVERTISING ANNUAL.
CAMPAIGN CONCEPT AND ART DIRECTION
AGENCY: ABC MADE
CREATIVE DIRECTOR: DIANA COSTANTINI
MOTION: JUSTIN O’SULLIVAN & DAVID SINDEL
ELECTION COVERAGE THAT MATTERS TO YOU
THE CAMPAIGN EXTENDED INTO ABC NEWS’ ELECTION COVERAGE, WHERE I LED THE CREATIVE DIRECTION, COLLABORATING WITH PHOTOGRAPHER JULI BALLA TO CAPTURE THE ENTIRE NEWSROOM AND OVERSEEING STYLING ACROSS ALL TALENT.
BUILDING ON THE BRAND PROMISE “IT MATTERS TO US,” THE WORK EVOLVED INTO “THE ELECTION TEAM THAT MATTERS TO YOU” — PUTTING THE PEOPLE BEHIND THE COVERAGE FRONT AND CENTRE.
CAMPAIGN CONCEPT AND ART DIRECTION
AGENCY: ABC MADE
CREATIVE DIRECTOR: DIANA COSTANTINI
PHOTOGRAPHER: JULI BALLA