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Guardian branches out with commuter campaign

The latest campaign from the Guardian sees posters calling for viewers to ‘listen’ to the poster rather than reading it.

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The media group’s call to action campaign

The out-of-home campaign features posters with transcripts of audio from the newspaper’s podcast, Today in Focus. A large font dominates over the smaller text, telling commuters: “Don’t read this poster. Listen to it.”

The idea behind the campaign addresses the benefits of listening to podcasts on the go and encourages those who view the poster on public transport to make listening to this podcast a part of their morning commute.

Kate Davies, head of brand and awareness at Guardian News & Media says: “I am hugely proud of the concept behind this design, especially as it is one of the first times we have taken campaign creative for Today in Focus beyond our own Guardian channels.

“We know people often listen to podcasts when they are on the move, so this felt like a natural next step in reaching potential new listeners during their commute to work, while also providing an impactful design for use in print and on social.”

We know people often listen to podcasts when they are on the move, so this felt like a natural next step in reaching potential new listeners

Sam Jacobs, creative director of the Guardian’s in-house OLIVER team adds: “Today in Focus has been a pleasure to work on. Every day it offers a brilliant, inspiring listen and it’s the perfect commute companion.

“We wanted to raise awareness of the Guardian’s essential daily podcast and let tube commuters know that instead of staring at their social media or avoiding eye contact with the person opposite them they could listen in and discover the story behind the headlines.”

The advertisements will run across multiple tube routes on the London Underground, with designs adapted to appear in print and on social media.

The Guardian recently set a target to attract 2 million more paying supporters in the next three years, as part of a wider plan to secure the future of its journalism in a challenging market which has seen the last three years spent reducing costs and increasing paying supporters.

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