Journalism is essential to democracy
But trust is eroding – and we’re stepping in to rebuild it
Our upcoming digital campaign is designed to restore confidence in journalism, using advanced communication methods that reach the people who need it most
Photo by Retha Ferguson
The challenge
Our campaign focusses on people who are sceptical of conventional news media or journalism and who are engaging with alternative narratives. These could be users who actively share misinformation, or digital spaces where trust of quality media is eroding. Particularly sensitive young audiences (14 – 24 yrs olds).
Who we are reaching
Today, many individuals are losing trust in quality journalism, turning instead to alternative sources that often blur facts and spread disinformation. This undermines public dialogue, weakens democratic institutions, and leaves societies more vulnerable to polarisation and manipulation.
Our audience profiles are shaped by data and research
Low trust: Profiles determined by research: attitudinal, behavioral, demographical
High risk: Has consumed/shared disinformation, media-critical content or has visited selected ‘unserious’ websites or platforms
Campaign Goals
Rebuild belief in the reliability and integrity of journalism
Encourage critical reflection in an engaging way
Guide individuals gently back toward credible sources of information
Always-on Approach
The campaign will run continuously over 12 months
Agile and Data-driven
Continuous optimisation and A/B testing
Real-time impact tracking
Pilot phase in Austria with broader scalability planned