Taking a stand for stories that matter

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.

OUR APPROACH

THIS NATIONAL CAMPAIGN WAS BORN OUT OF ABC’S COMMITMENT 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 WHILE MANY LOCAL MEDIA AND NEWS PROVIDERS HAVE EITHER WITHDRAWN FROM REGIONAL AUSTRALIA OR CLOSED DOWN ALTOGETHER, THE ABC’S COMMITMENT TO SERVING LOCAL COMMUNITIES AND CONNECTING ALL PARTS OF THE NATION IS UNMATCHED.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 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 HEARTBREAKING, HEROIC AND JOYOUS EVENTS DEMONSTRATE THE MOMENTS WHEN NEWS MATTERS MOST.

RESULTS

As a result of the campaign, the ABC News App become the most downloaded free app in Australia.