The Guardian has launched its first U.S.-based ad campaign, which builds on the award-winning ‘Three Little Pigs‘ and ‘Own the Weekend‘ campaigns from last year. ‘VoiceYourView‘ shows how the Guardian examines all sides of a hot political issue.
Developed in partnership with creative agency BBH New York, the outdoor campaign uses the images of illustrator Noma Bar, to show opposing viewpoints for different debates. Each picture represents one side of an issue, and when flipped it displays the opposite view.
The campaign addresses internet privacy, gun control, women in the military, and the use of condoms in the adult film industry. The illustrations will appear at key locations in New York, Chicago, Los Angeles, and San Francisco as outdoor ads and mobile billboards.
People are encouraged to take a photo of the side they support and upload it to Instagram or Twitter using the hashtag #VoiceYourView. The Guardian has also launched a microsite that shows the submissions, tracks votes on the different issues, and features Guardian articles about them to introduce readers to open journalism and the Guardian as a whole. Jennifer Lindenauer, director of marketing and communications for the Guardian US, said:
The Guardian has championed open, collaborative and innovative journalism. This campaign embodies that spirit with provocative illustrations that engages our readers on a set of controversial issues. It is a reflection of our commitment to covering the whole picture.