The Land of Free Press
Media associated with this campaign
Overview of this campaign
Helsingin Sanomat is worried about recent developments in press freedom globally.
Mr. Trump and Putin are both being followed and copied, and when they are hostile towards media, this has global consequences.
With this campaign, we wanted to fight back, and show our support to colleagues who are being suppressed. We thought our potential and current subscriber would be proud of us in doing what we think is right, even though free press is not a pressing issue in our own market.
To make a difference and really start a conversation on press freedom we targeted at as much attention as possible. Press freedom is like clean air, the big audience only notices it notices when it is gone, unless we talk about it.
Results for this campaign
News coverage: Over 2 600 articles in 55 countries, from US to India, and also including Russia, in wide range of media like the CNN, Globo Media and the Economist. This amounting in total to an earned reach of 1.25 billion and 1 million social interactions.
Target Audience Outcome:
- Campaign impact on brand image (as measured by YouGov brand index) + 33 %
- + 19% yoy-growth in new subscriptions in August