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The Mirror debuts 'Don’t Say Stupid' campaign to reinforce position as 'quality tabloid' and combat 'media-driven ignorance'

The Mirror has kicked off a multi-million pound campaign under the strapline "Don't Say Stupid" as it looks to inforce its position as a quality news source.

The cross-platform campaign aims to showcase the falsehoods and speculation sometimes reported as fact in tabloids and shared on social media, in contrast to the Mirror as a “quality tabloid news source.”

Zoe Harris, group marketing director of Trinity Mirror Group, said that the campaign is a playful way of “tackling the awkward truth of media-driven ignorance,” while reinforcing the Mirror’s position as the UK’s intelligent tabloid, a stance the publication set out to communicate in 2013 with its “MadeUThink" campaign.

“The Mirror matters to what we call Modal Britain – we’re not about aspiring to an intellectual elite, or patronising a so-called underclass – but talking about the things that matter to normal people with enquiring minds,” said Harris.

Running for a number of weeks on TV, print, digital, outdoor, mobile, and social platforms, the campaign has a primetime TV launch spot in ITV’s Take Me Out this Saturday (7 February). Three creative spots, voiced by Sara Cox, show characters saying something “stupid” they’ve read only to be met with awkward looks.

The creative was developed by agency and production company Quiet Storm with Carat serving as the media agency.