With exponential increase in free online information, circulation and advertising revenue has been steadily declining in the newspaper industry. The Independent needed a campaign to coincide with its re-design that urgently re-stated its social role; an objective source of information giving readers the tools to draw their own conclusions.
The message was simple and clear – to give voters the truth and to empower and inspire the public to get out there and vote, in what transpired to be one of the most memorable elections in recent history.
The film was a huge hit online with over 175,000 views online and throughout the campaign we were within the top 20 most viewed videos within the news and politics. A 5.2% increase in sales in the month following the campaign, according to ABC figures - the highest in the entire national newspaper market during this period.