Guardian launches striking first US only ad campaign
The Guardian has this week launched its first US advertising campaign, which builds on the acclaimed “Three Little Pigs” and “Own the Weekend” efforts, with a set of ads that seek to spark debate on controversial American issues.
The Guardian partnered with BBH New York to launch the new #VoiceYourView campaign which cleverly merges the Guardian’s editorial voice with its distinctive strategy of open journalism and social media.
The outdoor ad campaign uses the illustrations of graphic designer Noma Bar to depict both sides of a core political debate in the US: individual freedom versus government regulation. Specifically, the campaign addresses the thorny issues of internet privacy, gun control, women in the military and the use of condoms in the adult film industry.
The illustrations are appearing at key locations in New York, Chicago, Los Angeles and San Francisco as outdoor ads and mobile billboards. Each illustration represents one side of an issue; when flipped it cleverly illustrates the opposite view.
The campaign is designed to help the Guardian in its quest to establish the site as a must read for Americans looking for another point of view.
People are being encouraged to take a photo of the side they support and upload the photo to Instagram and/or Twitter using the hashtag #VoiceYourView.
The Guardian has unveiled a VoiceYourView microsite to capture submissions and track votes on all the issues. The site will also include Guardian articles to introduce readers to open journalism and the Guardian as a whole.