The Near, Nearest — Fyns Amts Avis
2025 Finalist
Overview of this campaign
The primary objective of the campaign was to transform perceptions of our 14 local news medias, located across Denmark.
We started with a comprehensive survey, in which over 400 journalists and editors interviewed citizens between the ages of 30 and 50. The findings were alarming, as our local news media were viewed as outdated and irrelevant.
To address this, we aimed to establish a unified core narrative across all our local brands, enabling a cohesive platform that could effectively engage the target audience, shift perceptions, and result in more sign-ups. The platform was built on the insight that local news is the news you care about because it is close to your everyday life, under the payof The Near, Nearest (translated from danish).
We chose one local news media as the test market and focused on general Danish issues, beginning with the physical state of local schools - a topic that resonates deeply with our audience and emphasizes community involvement.
It started with strong editorial content, that strengthen the connections between our journalism and the campaign, ensuring a compelling message that resonates across all platforms.
The campaign films ran on streaming platforms, and with local outdoor advertising, targeted social media, and banners, together with more than 20 articles, we achieved significant results.
Results for this campaign
The campaign yielded impressive results, significantly enhancing brand perception and engagement among the target audience. Key metrics demonstrated a remarkable increase in top-of-mind awareness, rising from 30.7% to 38.4%. Furthermore, positive attitudes toward our brands surged dramatically from 32.8% to 48.8%, indicating a successful shift in public sentiment.
In terms of reach, 26% of the area's residents saw the campaign, with only 11.4% expressing negative feedback, underscoring the campaign's resonance within the community. Feedback from local leaders, including the mayor and opposition politicians, highlighted the coverage as an eye-opener that spurred the need for action.
Most importantly, the campaign prompted a surprising turn of events, with politicians suddenly 'discovering' extra funds in their budget. They promptly decided to allocate these newfound resources to support local schools, addressing a significant community need that had long been overlooked.
Given the campaign's budget limitations and narrow target audience, these results not only exceeded expectations but also highlight the campaign's effectiveness.
For a local news media organization, acceptance and appreciation by residents are vital for fostering trust and support in reporting. This success reaffirms our commitment to advocating for essential community issues. It demonstrates that impactful communication—through thoughtful messaging and targeted strategies—can lead to tangible outcomes that benefit the communities we serve. Additionally, it establishes a strong foundation for ongoing engagement and support.
