The Reliable Anchor
Project: Campaign Design Strategy
Client: ABC Friends
Description & Rationale: In response to rising misinformation and AI-generated content, this campaign positions ABC Friends as a steadfast advocate for the ABC - Australia’s independent public broadcaster. Designed for Gen Z, The Reliable Anchor uses bold nautical symbolism and digital-first visuals to promote media literacy and reinforce ABC’s role as a trusted source of truth as a reliable news source. The campaign’s central message, “Anchoring the truth in a sea of misinformation,” is deployed across social media, billboards, and branded merchandise to drive engagement and direct audiences to ABC Friends’ platforms.
Key Objectives:
Highlight the ABC’s value as a reliable media source amidst fake news and AI disruption
Engage Gen Z through visually striking, shareable content across Instagram, TikTok, and public billboards
Drive traffic to ABC Friends’ website and social channels
Reinforce ABC Friends’ advocacy for independent journalism and public broadcasting
