BRIEF:
Establish nzherald.co.nz as New Zealand's most trusted online news source.
INSIGHT:
People are not aware of the biases that they are exposed to through other news media.
IDEA:
We created NZ Notworth News, a news team made up of all the different kinds of un-credible news New Zealanders are exposed to. Every day for a whole month, we rewrote real news articles, filmed them, and then uploaded the video broadcasts to our website. Not to mention creating the daily radio ads, web banners, written articles and press too.
The Launch Statement:
Anchor bios:
Launch Press:
TRADE DM:
We launched NZ Notworth News with a trade DM to key media personalities, something only a second rate news source would ever send out.
THE REVEAL:
All of our stories included a link, or QR code which directed people to nzherald.co.nz to see how the original story compared.
