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.
