The Drum Awards for Marketing - Extended Deadline

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Date: Sep 2019
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How do you make print journalism matter again? That was the big question for Dallas agency GoDo Discovery Co when they were presented with the challenge of coming up with a campaign for the 135-year-old Dallas Morning News.

The answer was to reintroduce the paper to the city, especially to younger audiences who may have never picked up a paper in their lives. They had to convince the city that the paper still matters and should play a role in their lives. To reach generations raised on digital, they went about it in a decidedly analog manner – they hit the streets and talked to people to find out what matters to them in their city.

What came out of those interviews makes up the ‘What Matters’ campaign, which is being rolled out over the next two years. It consists of posters, stickers, free copies of the paper and a lot of live events in the community where the type states what matters, like “Local Journalism Matters,” “Democracy Matters” and statements on coffee cups like “Free Caffeine Matters.”

There will also be a new website, an influencer portion of the campaign and a focus on talking to the public and hearing what "matters" to them.

Credits

Agency: GoDo Discovery Co

Client: Dallas Morning News