The Independent · #ManyVoicesOneStory
Using the Brexit conversation to bring a forgotten brand ethos back to life.
The challenge
How do we drive readership and subscription during a time of national division, political extremes and fake news?
Our people-first strategy
At a time of national division, political extremes and fake news our job was to reassert The Independent as the home of balanced, non-partisan journalism to drive readership and subscriptions. Against the backdrop of Brexit we used the Independent’s ‘FINAL SAY’ campaign and the People’s Vote march to champion diversity of opinion through unheard and unexpected voices.
Our creative idea
#ManyVoicesOneStory
We created a campaign to champion diversity of opinion through unheard and unexpected voices across the nation.
We recruited ‘Final Say’ supporters both within The Independent’s network and around the country to share their opinions – with some well-known, and others yet to be given a platform.
We amplified their views on social media, sparking a movement of sharing and debate.
On the day of the People’s Vote march, we gave marchers the tools to get their voices heard making #ManyVoicesOneStory part of the Brexit narrative and putting The Independent’s values firmly back into the hearts and minds of fellow free-thinkers.
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