Journalism has never been more important
The project:
The goal of the campaign was to elevate professional journalism and emphasize its important role in democracy.
Project outcomes:
Promotion for the association’s members
Herferð, lendingarsíða, samfélagsmiðlaefni, auglýsingar og fl.
Campaign, landing page, social media content, advertisements, and more
Our role:
Analysis
In the past decade, the number of active journalists has fallen by about 36%. While this is a global trend, Iceland stands out compared to countries like the United States.
There are many underlying reasons, the most significant being the radically changed operating environment for media. Advertising revenues have collapsed, with about half of Iceland’s advertising spending going to Google and Facebook. At the same time, there is little predictability in government grants for independent media.
This volatile environment has resulted in fewer journalists, heavier workloads, and less room for in-depth, time-consuming reporting.
“Increased polarization and information overload have made the need for quality journalism greater than ever.”
Strategy
Because the analysis revealed large and complex challenges, it was necessary to phase the campaign carefully so that the association’s messages would reach the audience effectively.
It was clear that the association’s goals could not be achieved without understanding of the public. People needed to grasp the role of journalism and recognize its importance in Icelandic society, and the authorities needed to understand the role of journalism in maintaining democracy. Once understanding is established, we can discuss support: public support in the form of subscriptions, government support in the form of predictable grants, and increased advertising by companies in domestic media.
The project’s focus was therefore clear: strengthen understanding by celebrating professional journalism and emphasizing its importance in a democratic society. It has never been more crucial to safeguard facts and explore issues in depth.
Increased polarization and information overload have made the need for quality journalism greater than ever, providing accountability, context and accurate reporting.
Journalism has never been more important.
Execution
The campaign’s tone is modern, energetic, suspenseful, and direct, in line with journalism itself. The work was based on a list of themes reflecting polarization, information overload, and the speed of contemporary life. The visual language, soundscape, and textures conveyed these emphases. The voice of journalist, Broddi Broddasson, acted as a counterbalance, providing calm and thoughtful messaging, reflecting the role of journalists.
Alongside the advertisements, social media videos and interviews with well-known journalists from various outlets were produced. They discussed the development of journalism and offered deeper insight into the importance of the profession in contemporary society.
The project’s landing page.
The soundscape was produced by Halldór Eldjárn.
Impact
The Icelandic Journalists’ Association campaign received significant attention and generated extensive organic reach. Journalists and social influencers shared experiences, reinforcing the campaign’s message. The messaging led to submitted articles, Facebook posts, and sparked an important public conversation. The campaign laid strong groundwork for the association’s next phases.
