Concept
Concept
Concept
The main problem of the current media/journalism landscape is the overwhelming amount of content being produced without proper clarification. Thus, news consumers now have difficulty to distinguish between what is news, opinion, and expert analysis which is a crucial skill.
The New York Times asked for help to seek the truth through the Young Ones Brief Competition in partnership with Droga5. And I decided to tackle the issue with my own thoughts while following New York Times' brand voice: Smart, Straightforward, Accessible, Clarifying, and Engaging.
The main problem of the current media / journalism landscape is the overwhelming amount of content being produced without proper clarification. Thus, news consumers now have difficulty to distinguish between what is news, opinion, and expert analysis which is a crucial skill.
The New York Times asked for help to seek the truth through the Young Ones Brief Competition in partnership with Droga5. And I decided to tackle the issue with my own thoughts while following New York Times' brand voice: Smart, Straightforward, Accessible, Clarifying, and Engaging.
The main problem of the current media / journalism landscape is the overwhelming amount of content being produced without proper clarification. Thus, news consumers now have difficulty to distinguish between what is news, opinion, and expert analysis which is a crucial skill.
The New York Times asked for help to seek the truth through the Young Ones Brief Competition in partnership with Droga5. And I decided to tackle the issue with my own thoughts while following New York Times' brand voice: Smart, Straightforward, Accessible, Clarifying, and Engaging.
The Challenge
The Challenge
The Challenge
Going over the brief, one of my main concern was accessibility; Many people often think that everyone has access to information through the television or the internet, but oftentimes that isn't the case.
Therefore, I thought, how can my message reach out to the people who don't have access to the web?
My approach to solving this problem involved launching both an online and an offline campaign. Through this, online users can help spread awareness of news literacy on a faster and wider scale, while offline users can still have access to this information without the internet. Ultimately, the campaign will ask both users to become responsible news consumers.
When going over the brief, one of my main concern was accessibility. Many people often think that everyone has access to information through the television or the internet but oftentimes that isn't the case.
Therefore, I thought, how can my message reach to the people who don't have access to the web?
My approach was to launch both an online and offline campaign. Through this, online users can help spread awareness of news literacy on a faster and wider scale, while offline users can still have access to this information without the internet. Ultimately, the campaign will ask both users to become responsible news consumers.
When going over the brief, one of my main concern was accessibility. Many people often think that everyone has access to information through the television or the internet but oftentimes that isn't the case.
Therefore, I thought, how can my message reach to the people who don't have access to the web?
My approach was to launch both an online and offline campaign. Through this, online users can help spread awareness of news literacy on a faster and wider scale, while offline users can still have access to this information without the internet. Ultimately, the campaign will ask both users to become responsible news consumers.
The Campaign
The Campaign
The Campaign
Approaching the offline campaign we will touchpoints with the public via photo booths and interactive kiosks; When the user approaches the photo booth or kiosk, they will receive educational information about news literacy. It will require partnerships with brands such as Duane Reade, Target, Walgreens, and Urban Outfitters for photo booths. The campaign will be available throughout the city (such as Link NYC), airports, and mall kiosks. Meanwhile, the online campaign will take users through the same educational process through the web.
Participants of both campaigns who have thoroughly read and educated themselves about news literacy and the three pillars of journalism will be required to sign with their name or take a photo. Afterward, they will receive a photo or sticker with a portrait of themselves or their signature. A photo or signature of oneself carries significance, thus the photo or sticker can serve as a reminder of being conscious. Online users can upload their sticker on social media with the hashtag #iamnewsliterate to help spread the word.
The offline campaign will touchpoints with the public through photo booths and interactive kiosks. It will require partnerships with brands such as Duane Reade, Target, Walgreens, and Urban Outfitters for photo booths. Also, the campaign will be available throughout the city (such as Link NYC), airport, and mall kiosks. Once interacted, the photo booth and kiosk will educate the users about news literacy. Meanwhile, the online campaign will take users through the same educational process through the web.
Participants of both campaigns who have thoroughly read and educated themselves about news literacy and the three pillars of journalism will be required to sign with their name or take a photo. Afterward, they will receive a photo or sticker containing a portrait of themselves or their signature. A photo or signature of oneself carries significance, thus the photo or sticker can serve as a reminder of being conscious. Online users can upload their sticker on social media with the hashtag #iamnewsliterate to help spread the word.
Franklin Gothic Medium
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Franklin Gothic Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!@#$%^&*()
