The Guardian launches first brand campaign in seven years, ‘Hope is power’

The Guardian is seeking to build on its trust and affinity with readers with a global campaign boasting the message ‘Hope is power’.

It is The Guardian’s first brand campaign in seven years and aims to push the brand towards its target of reaching 2m paying supporters by 2022.

‘Hope is power’ was inspired by the UK editor-in-chief Katharine Viner’s 2017 essay ‘A mission for journalism in a time of crisis’, which explored how the media must establish its values in a period of uncertainty.

The campaign film shows a butterfly repeatedly flying at a window trying to get free, persisting until it finally breaks through the glass pane.

The creative was executed by Uncommon London, and Pentagram developed the initial brand positioning. PHD led the media planning and buying. The Guardian’s brand, marketing and editorial teams also worked on the campaign.

The campaign will run for five weeks in the UK, US, Australia and globally, and will be executed across television, video-on-demand, cinema, outdoor, social, audio and The Guardian’s own channels.

The media strategy will rely on The Guardian’s platforms, contra agreements, and will include targeted podcast ads.

The campaign message was inspired by Katharine Viner’s essay ‘A mission for journalism in a time of crisis’

The campaign film was directed by James Marsh, who directed the Stephen Hawking biopic, The Theory of Everything. The music is Anaïs Mitchell’s track ‘Nothing Changes’ from the musical Hadestown.

Anna Bateson, Guardian News and Media chief customer officer, said: “The Guardian has an almost 200-year history of producing journalism which inspires hope. This new campaign aims to turn that feeling into action.

“Against the backdrop of a volatile political landscape around the world and with a frugal budget, we have chosen to take a bold creative approach which we hope will inspire readers to support Guardian journalism in a number of ways.”


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