Howatson+Company has taken Guardian Australia to the streets for its first brand campaign. The OOH-first campaign stands on the brand platform, news needs a guardian, and highlights the need for the Guardian’s independent and factual journalism at a moment when trust in news media is waning.

The strikingly minimalistic campaign features just images of the world’s pressing issues, provided by the Guardian, AAP and other agencies, and the line, In the fight for progress, news needs a guardian.

Behind the campaign is research conducted by YouGov for Guardian Australia earlier this year, which revealed that 82% of the population believe that media ownership influences the content that’s published. Data also showed that one-third of the population wants more access to media that represents their values.

The campaign is focused on some of Guardian Australia’s core editorial themes – the fight for progress in women’s equality, Indigenous rights and the climate crisis.

The dynamic dynamic digital OOH will be updated throughout the campaign in response to news events. The full campaign will run across TV, digital, OOH and cinema.

Jocelin Abbey, director of growth at Guardian Australia, stated “We have a clear point of difference in this market as a progressive, independent and trusted news publisher. Integrating Guardian headlines into the daily routines of Australian news consumers will not only improve their commuter experience, but it will address the growing demand for independent, fact-based reporting, and scale access to it at the same time. By highlighting our unique brand of journalism, we will engage audiences seeking values-aligned media options and inspire them to join our supporter community.”