Campaigns that make a stand from media brands

Driving forward a purpose led strategy for a business is high on many leaders’ agendas. As consumers increasingly wear their values on their sleeves, and make more conscious choices to align with these, brands are thinking about what they can do to find their tribe - and keep them. And it’s resonating in their approach to communications too, with more and more campaigns putting a purpose at their heart.

But when we think about the brand landscape, it’s all too often easy to forget the power of the media brand to make a stand. After all, they’re the shapers on the news, not the makers – surely?

But in the last month there have been three significant campaigns, by media brands, setting out to clearly define their agenda – and a purposeful one at that – with bold communications.

The Financial Times came first. The New Agenda is the brand’s biggest campaign since the 2008 financial crash, with eye-catching visuals, a striking message (Capitalism: Time for a Reset) combining with a business move that lifted their paywall for the day of launch. It landed the brand in the centre of debate around today’s economic climate and promotes a sense of corporate purpose in the business.

Weeks later came an equally punchy campaign from The Guardian, their first in seven years. Again, it was striking. Bright yellow backdrops greeted commuters against the ‘broken record-esque’ loop of text that was broken by the campaign’s strap line: ‘Hope is Power’. And they used it to land the message of their independence, declaring that ‘when you’re owned by no one, you’re free to challenge anyone’. It will surely resonate with many, in a political climate where many people feel powerless and stuck.

Then this week, The Independent weighed in. With an even more clearly politicised campaign, that aims to get more people onto its subscription platform ahead of an upcoming People’s Vote march, the title is pushing for ‘agenda free journalism’ where ‘unheard voices’ are given space to speak.

Where The Guardian and FT are landing their values more subtly, and aiming to attract a broader church of readers, this campaign is clearly politicised set strongly against a backdrop of the latest Brexit developments. It is highly targeted, and will no doubt divide audiences, but could potentially win them a new heartland of readers.

At its core, none of this is new. Brands have been using a campaigning mechanic to tap into topical debates for years. It helps them to cement their positions within these conversations and rally allies for their model and values – with the ultimate goal of attracting new consumers and/or securing the loyalty of their heartland.

As some of society’s issues become more divisive, and people’s values become more defining, we could expect to see more brands taking a stand.

Choosing your targets – be that a broader church, though still purpose led group, like the FT, or a more defined audience with stronger values, like the Independent – and telling a story that means something to them, today, can help brands to gain space, and win allies, in a challenging climate.