Challenge

To create a campaign moment to help The Guardian engage with 18-25 year olds.

The Idea

With the younger generation gaining limelight in today’s news for their active involvement in current scenarios, they wish to be heard now, more than ever. 

The way to get the younger audience interested and engaged in reading the news, is to make them feel like they’re a part of it.

Advertising
Social Media
Concept
The Strategy

By using the hashtag #voicethefuture, the youth can bring into light their issues, on social media. A section on the Guardian website would be dedicated to #Voicethefuture showcasing these trending topics from all platforms. Once a month, the top trending topic would have an article reported by a journalist, ensuring that it is a two-way interaction between The Guardian and the younger generation.