Until recently, opinion-forming media epitomised reliability, credibility, independence, and pluralism of views.

These days, however, new threats are appearing due to the changing and expanding definition of media (social media, content creators, influencers, live streaming, video commentary, reaction videos, podcasts, etc.) as well as the way it is consumed: mobile phones, creating feeds on your own social media, algorithms that provide us with specific materials.

With such a massive amount of content available, we cannot verify all information. So we must be able to turn to credible, verified agents.

With that in mind, Wyborcza.pl created a campaign to show/remind current and potential readers that we are a trustworthy outlet that acts against the manipulation of audiences. 

Timing was everything

It was no coincidence that the campaign took place in the pre-election period. We wanted to draw attention to how important it is to verify all information — including election promises and statements — to avoid manipulation and vote based on true premises. 

The starting point of the creative concept was the understanding that carefully reading over content may prevent manipulation. A series of slogans with a word embedded in the second word engaged the recipients in word games, thus keeping their attention longer, and showed them first-hand how little it takes to be deeply misled.

For example:

¬ feMEANinity

¬ contrOVERsy

¬ minimum wAGE

¬ TEAm

¬consTITution 

We also created a series of videos in which we animated not only contrasting words but also showed the manipulation procedure itself, in a picture. By presenting one shot and a slogan in close-up, and then — only changing the perspective and zooming out — we showed that the full image can have a completely different meaning of the message.

How it went

Wyborcza’s campaign included activities in online and offline channels carried out on the Internet (Google, Meta, TikTok, and Wyborcza.pl Web sites), in the press, radio, cinemas, and via outdoor advertising media in Warsaw (outdoor and digital outdoor) and mobi jets in urban space. At the march of opposition groups, attended by 1 million people, we handed out campaign slogans and banners. The demonstrators eagerly used our boards because they fit perfectly into the context of the pre-election debate.

People considered our slogans relatable and trustworthy; hence, they wanted to carry them during the march. 

We reached new groups of recipients and strengthened Wyborcza. pl’s image as a trustworthy Web site that guards reliable information and supervises the authorities.

The digital campaign reached 22.5 million views, of which over 8 million were people who had no previous contact with the Wyborcza.pl Web site, and more than 500,000 new readers visited the Web site during the campaign.

Offline activities in the outdoor and digital outdoor areas supported the image campaign with additional reach. The ambient activities during the march of opposition groups in Warsaw, in which 1 million people participated, expanded the campaign’s reach by several hundred thousand, as more than 400 people carried banners with slogans.

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