Challenge
9 in 10 Canadians read newspapers each week across Canada; yet, 70% of them are concerned that fake news and the spread of disinformation can negatively influence their daily lives. As the voice of the print and digital media industry in Canada, News Media Canada (NMC-MIC) represents hundreds of trusted titles including The Globe & Mail, National Post, Calgary Herald, La Tribune, Metro Halifax. Against a backdrop of increasing consumer fear and skepticism, NMC needed to reinforce the trustworthiness and relevance of their member publications.
Approach
What better way to reinforce the value of newspapers than to talk to Canadians honestly and directly at the source? Coinciding with National Newspaper Week, we developed an English and French campaign to demonstrate the power of print media with simple and provocative headlines reminding people why, particularly in an era of rampant #fakenews, newspapers are the one most reliable source for facts they can trust.
Outcome
In 2019 more than 350 member newspapers elected to run the campaign in print as well as digital formats to join forces and establish a unified front against fake news and misinformation. The Garden was brought in again during the 2020 pandemic to provide new headline options and the ads ran again, across the country, expanding into full-page executions in national banners including The Globe and Mail.
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The Garden team embodies what it means to be a great interagency partner. They're smart, strategic, nimble, collaborative and will always do whatever it takes to get the job done - with a smile. It's been such a pleasure working with them on a regular basis and we can't wait to continue working with them next year and beyond.
- Melissa Retty, Senior Vice President Craft Public Relations, IABC/Toronto Small Agency of the Year 2018, 2019 & 2020
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Working with The Garden on our 2020 National Newspaper Week national ad campaign was like a breath of fresh air. Their creative concepts are clever and on-brand. After working with them on several projects they have grown to know our style and preferences and they always over-deliver. The hardest part about working with The Garden is trying to decide which creative concept to go with!
- Kelly Levson, Director of Marketing and Research News Media Canada
