Background
This project was developed for the You Can Now live briefs 2020 and received a commendation from The Guardian.
Create a campaign movement for The Guardian to engage with people aged 18-25.
Insight & Solution
The Guardian's Today in Focus podcast offers a range of bitesize, engaging topics that can be conveniently listened to throughout the day.
The campaign will highlight the diverse, thought-provoking topics debated on the podcast by presenting these questions in a bold, engaging format.
Research & Initial Ideas
Poster Development
Posters
The final posters that promote The Guardian’s Today in Focus podcast adopt a mixture of traditional collage with digital illustration. They convey a sense of dynamism and motion, which will engage the target audience. These forms promote the cutting-edge nature of The Guardian’s journalism. The tagline “Discover Diverse Discussion” was created as a more concise message from previous poster iterations.
A typical environment that a podcast would be listened to is a commute to work or University. This has been a significant factor in the placement of the material. The design was adapted to fit a bus livery as it is a prominent use of transport for 18-25-year-olds in an urban environment. Additionally, numerous posters were placed at various locations alongside Royal Park Road in Leeds. This route is seen as one of the main routes to the University campus so it achieves a high footfall of students.
Animations
The animations produced for the campaign are made for social media advertising as that is where the majority of the target audience gets their news from. The dimensions of these designs were specifically made for promotional Instagram and Twitter videos for The Guardian.
