'The Guardian' Launches Brand Campaign 'Hope Is Power'

The Guardianhas launched a global brand campaign today, the first from the media company since 2012.

Called “Hope is Power,” the marketing campaign was created by Uncommon Creative Studio and Guardian News & Media's marketing and editorial teams, according to Campaign, which first reported the news.

The video ad depicts a butterfly trapped inside a house, repeatedly flying into a window to break free. Eventually, the window shatters and the butterfly flies into the fresh air.

“Change is possible, hope is power,” the ad reads.



The ad is running on TV in the U.K., as well as in theaters and video-on-demand on ITV, Channel 4 and Sky, for five weeks. 

It will also run on outdoor, social media, audio, the publisher’s owned channels, and in the U.S. and Australia.

"It's not an awareness campaign; we're calling it an affinity campaign to inspire support and [reinforce] what The Guardian stands for today. It's very much a collective message about standing with our readers,” The Guardian’s marketing director Sonia Sudhakar told Campaign.

In an essay, Guardian editor-in-chief Katharine Viner details the history of the newspaper and the evolution of technology that disrupted the media industry. 

Viner also explains a path forward for publishers, and why it is more important than ever to define their values and principles. 

The Guardian is now funded more by our readers than by our advertisers. This is not only a new business model. It is an opportunity to focus on what readers value in Guardian journalism,” she wrote.

Guardian Media Group broke even in the 2018-2019 financial year, thanks to digital revenue growth and contributions from readers. 

The company recorded an operational profit of £800,000 (about $971,000) for the first time in recent history.

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