The general public thought that Ara editors were very young. They related the young age of the newspaper with the age of the people who worked at it. This belief had to change and it was necessary to show that knowledge does not go hand-in-hand with age, but rather with a type of attitude towards life.
The idea was simple and direct: present the newspaper’s editors, collaborators and workers as people who are very well trained and linked to the readers’ day-to-day reality. Show them as they are, how they work, how they perceive reality in the same way as the general public and inform in a professional and objective manner. Ultimately, to show that they are better prepared than those from other newspapers to talk about reality, due to their youth and their mentality that is adapted to the digital reality of the world in which we live.
Through a graphic, external social media campaign, the image of the newspaper editors was used under the category “People Like You.” We showed their names, what their speciality was and told readers about their duties within the newspaper. The campaign took place over six months, in which the public had a chance to see each of the newspaper’s workers up close and to strike up a conversation.
Photography: Wai Lin Tse
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