The Globe and Mail campaign proposal
The Globe and Mail launched a competition online to get ideas for a campaign that will focus on investigative journalism and will promote their leadership in the industry. The focus was on the quality of the news and their ability to bring forward changes in legislation by thoroughly investigating issues crucial to society.
INSIGHTS
The world around me is changing. Many things are happening and I have the power to learn about these in real time. I have access to many media and resources but I can’t be sure these are trustworthy. I deserve to know the actual facts behind each story and I want to read news from journalists that dig deeper and are not afraid to uncover the truth when no one else will.
IDEA - BREAKING THE SILENCE
We show close up of people in big and changing situations, like the migrant crisis or the property crisis in these examples*. One word written across the poster will describe the opposite situation than the one shown and it will be obvious that it is not true. A less readable word will be written in red stating the actual situation. In these cases the words are ‘SERENITY-DISTRESS’ and ‘SECURITY-DANGER’. The truth is uncovered in each article, showing the true dimension of the problem, one that the readers might not fully know or may be confused about.We end with the tag line ‘Breaking the silence’.
We show close up of people in big and changing situations, like the migrant crisis or the property crisis in these examples*. One word written across the poster will describe the opposite situation than the one shown and it will be obvious that it is not true. A less readable word will be written in red stating the actual situation. In these cases the words are ‘SERENITY-DISTRESS’ and ‘SECURITY-DANGER’. The truth is uncovered in each article, showing the true dimension of the problem, one that the readers might not fully know or may be confused about.We end with the tag line ‘Breaking the silence’.
The idea gives emphasis to the honesty and the boldness of TGM news, the fact that they dare to investigate deeper and bring forward truths that are not easily said. It supports their leadership in investigative journalism and the work their journalists undertake before writing an article. It can work well with the main umbrella ‘Journalism matters’.
* Please note that these are only examples with pictures taken from the internet to show the idea.
Short animated banners or videos (10-15 sec)
We start with the sound of the sea, calm and bright. The camera turns and shows us the man, the coffee he is drinking, his sad eyes. The picture becomes darker focusing only on the face. The word ‘SERENITY’ appears only to be blurred to give way to the word ‘DISTRESS’. We zoom in the word to find the tag line, ‘Breaking the silence’. Cut and the logo appears.
We start with sounds of the city at night, cars and people talking. The camera turns and focuses on the woman, the boxes she has as bed, her few personal things. The picture becomes darker focusing only on the face. The word ‘SECURITY’ appears only to be blurred to give way to the word ‘DANGER’. We zoom in the word to find the tag line, ‘Breaking the silence’. Cut and the logo appears.
