I am an American
2018 Finalist

I am an American

USA TODAY NETWORK/GANNETT

McLean, United States

Category Best Idea to Encourage Print Readership or Engagement

Overview of this campaign

Note: This is a campaign that ran across the USA TODAY NETWORK in both our national and local publications. I've submitted in the local category, but wanted that noted.

After one of the most contentious elections in modern history and a country seemingly more divided than it has been since the Vietnam War, USA TODAY NETWORK launched the I am an American year-long editorial campaign in January 2017 to re-engage with our communities across the country, stoke unity instead of divisiveness, celebrate diversity and reconnect our communities around shared values.

Each week throughout 2017, this series introduced us to an exceptional American who is making a difference to unite, rather than divide, our communities.

The package spanned platforms from our daily print newspapers to digital websites, social media, video, a premium year-end edition featuring all 52 profiles and a nationwide tour of live events.

From a Muslim woman in Phoenix who created “Love” sunglasses to a fifth grader who created benches in his town to encourage neighbors to be neighborly to a young Latino DJ connecting communities through music, we used the unmatched reach of the USA TODAY NETWORK’s flagship brand and our 109 local news properties to truly connect all Americans.


Results for this campaign

The 52 I am an American profiles reached 2.08MM people via Facebook, 243K via Twitter and high levels of engagement on both Instagram and Snapchat. The campaign also reached our company-wide print circulation of 2.7MM and more than 300K unique digital users. We also succeeded in our goal to remind Americans why we are all connected and what makes us uniquely American. 


Contact

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