Twitter · 2021
A World Press Freedom Day campaign that sent new followers to local reporters when they needed it most.
Role: Concept, Art Direction & Design · Client: Twitter · Location: Global
Twitter's first brand campaign for @TwitterNews, made for World Press Freedom Day 2021. Our interviews with journalists pointed us to local reporters, so we turned the day into #FollowLocalJournalists, a global day of action to follow the local reporters who break news before it trends. I helped shape the concept, art directed the campaign and designed the visuals.
“A big Twitter following helps a journalist land the next job, and local reporters watching their newsrooms close needed that boost most.”
World Press Freedom Day is a UN observance most people scroll past. We needed to turn a day of awareness into something people could do in a minute from their phone.
We made the ask one tap: lists of local journalists people could follow in one go. I designed the campaign around that action, with posts that led with the call to action plus print ads and site takeovers in local papers across the country.
Disciplines: Campaign Concept, Art Direction, Print & Digital Design