The Financial Times (FT) has launched a new campaign to highlight the power of unbiased journalism. The creative advertising agency Orange Panther Collective (OPC) helped produce the campaign, demonstrating how FT can influence opinions and empower readers.
The new campaign features a series of ads that depict readers acting on their opinions in voting booths, meetings, social arenas, and other settings. Each ad features a ‘Source: FT’ tag, portraying FT as the influence behind their actions. The campaign will run across TV, digital video, Spotify, large and small format OOH, press and social.
X Marks The Spot Research conducted a global study analysing consumer reading habits ahead of the FT campaign. In a press release, Nigel Roberts from OPC discussed the study’s findings, revealing that people feel they ‘can no longer rely on previously trusted news sources’.
‘Intelligent people and independent thinkers have become increasingly concerned about the perceived crisis of agendas in journalism so they are actively on the lookout for dependable, rigorous and critical news sources. Those who already read the FT know that it tackles every topic with a critical mindset, taking nothing at face value in its pursuit of relentless reporting and thorough analysis,’ Roberts explained.
Featured image: FT x OPC
