The i is the only national newspaper that has never supported a political party. During the 2024 UK elections, its integrity and impartial journalism have never been needed more. Unfortunately – aside from its 4m readers – many people have very little knowledge of what the paper is. There is confusion about whether it’s a cut-down version of The Independent, or maybe just a version of The Metro that you have to pay for. Working with the subscription advisory company Atlas, it was our job to put the record straight with a national campaign.

Thinking
We developed a series of lines that did two jobs. First, they set out to promote awareness, describing simply and clearly what The i is. Second, they focused on people’s nagging doubts about the news sources they rely on, and how they all have some form of political bias. This had particular resonance during the election.

Doing
We created punchy digital, social and OOH creative that captured The i’s essence and framed it around the election: “Are you being informed or influenced?” The bold design and the use of the red i made the brand feel bigger and more famous, generating added intrigue and interest. Time was of the essence before the election, and we delivered the whole process from start to finish in under 3 weeks.