In an era where local journalism is often seen as outdated and irrelevant, Fyns Amts Avis set out to challenge perceptions and reestablish the importance of regional news.

As part of a larger initiative across 14 Danish local news media, our campaign, The Near Nearest, sought to reconnect our audience with the value of community-driven journalism.

Our initiative began with an extensive survey, engaging over 400 journalists and editors who interviewed citizens aged 30 to 50. The results were eye-opening: Our local news outlets were perceived as lacking relevance in today’s fast-paced media landscape.

To address this, we needed a unified core narrative that could bring consistency and impact across all our brands, ultimately shifting public perception and increasing subscriptions.

Building a campaign on community relevance

The campaign was anchored in a simple but powerful insight: Local news matters because it is closest to your everyday life.

This concept was encapsulated in the campaign’s title, The Near Nearest, which emphasises the deep personal connection people have with news that affects their communities.

We chose Fyns Amts Avis as our test market and focused on a pressing issue: the deteriorating state of local schools. By highlighting a topic that directly impacts families, we aimed to demonstrate the relevance and influence of local journalism.

Our editorial team produced a compelling mix of investigative stories and community-driven content, ensuring a seamless integration between journalism and campaign messaging.

A multi-platform approach

To maximise engagement, we leveraged a variety of media channels, including:

• Streaming platforms for campaign films.
• Local outdoor advertising for visibility.
• Targeted social media to reach key demographics.
• Online banners for digital engagement.
• Over 20 in-depth articles reinforcing the narrative.

This comprehensive approach ensured the campaign message reached the right audience at the right time, creating meaningful interactions and driving home the impact of local journalism.

The response exceeded all expectations. The campaign significantly improved brand perception, with top-of-mind awareness rising from 30.7% to 38.4%. Positive attitudes toward our brands increased dramatically, from 32.8% to 48.8%, demonstrating a clear shift in public sentiment.

Moreover, 26% of the local population was exposed to the campaign, with only 11.4% expressing negative feedback — a strong indicator of its success. Local leaders, including the mayor and opposition politicians, praised the coverage, acknowledging its role in bringing urgent issues to the forefront.

One of the most unexpected and impactful outcomes was the political response. Following the campaign’s widespread attention, local politicians “discovered” additional funds in their budget and redirected approximately US$2.1 million toward improving school facilities — an issue that had long been overlooked.

The power of local journalism

For a local news organisation, trust and engagement are everything. This campaign not only strengthened our bond with the community but also reaffirmed the power of journalism to drive real change. It underscored that when storytelling is relevant and impactful, it can inspire action and create tangible benefits for society.

At Fyns Amts Avis, we remain committed to championing essential local issues and ensuring our journalism continues to serve the communities that rely on us. The Near Nearest is just the beginning of a larger movement to reimagine local news as an indispensable part of everyday life.

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