A brand campaign to launch the new positioning for RTÉ Ireland’s News and Current Affairs brands.
In an era of fake news and growing media mistrust, Ireland’s public service media brand wanted to lay claim to a clear and motivating positioning for their News and Current Affairs brands. Their proposition, ‘the truth is not always popular but we will always tell it,’ formed the basis of our brief for a multi-platform campaign.
Our campaign, ‘Truth Matters,’ heroes the impartiality and investigative side of the RTÉ News and Current Affairs content brands, featuring footage and audio from recent and controversial news stories. The campaign message builds to deliver the message that, for RTÉ and their reporters, it’s only finding out the truth that really matters.
Alongside the hero TV spot, we also created radio and digital executions that are easily updatable, allowing RTÉ to be reactive and timely in their audience messaging.
The campaign look and feel is pared back and modern, allowing the content to lead and was developed with an intent to encourage re-appraisal from new audiences who might not always think that RTÉ New is ‘a brand for them.’
Thanks for being such a great team to work with. The creative has been really well received here. We appreciate all your fabulous creativity and how well you managed the project for us.
Donna Byrne, Creative Director, RTÉ