Plenty of unanswered questions in latest ABC News campaign, via Leo
ABC NEWS promises to keep asking the hard questions (so you don't resort to asking ChatGPT)
Is profit being prioritised over child safety? Can we still trust our sunscreens? Can we afford the energy transition? These are some of the “difficult” questions being asked by ABC News, according to a new national brand campaign from Leo Australia.
The “Keep Asking” campaign positions ABC News as the country’s most trusted news source in a world of media disinformation.
According to a media release from the broadcaster, the campaign “puts the spotlight back on the fundamentals of good journalism: rigour, relevance, courage and public interest.”
The campaign will roll out across television, out-of-home, social, digital, and radio.
Milla McPhee, ABC director of audiences said in the media release: “Asking hard questions has never been more important, but never more at risk. Keep Asking is a strong reminder of the role of ABC News, which exists to serve the Australian public.
“It reflects our commitment to quality journalism and the relentless pursuit of truth through asking the questions Australians need answered.”
Tommy Cehak, ECD at Leo Australia called its work for the national broadcaster “direct, provocative and stripped back”.
ABC News declined to be interviewed about the campaign when approached by Mumbrella.
Credits:
ABC:
Director, Audiences: Milla McPhee
Acting Head of Marketing: Rebecca Robertson
Group Marketing Manager, News: Natasha Nolland
Head of ABC Made: Kyle Hugall
Head of Media: Sally Phelps
Marketing Manager: ABC News: Jillian Reeves
Marketing Specialist: ABC News, Eliza Storey
Media Planning Lead: Rachel Brown
Designer: Sally Hong
ABC Made
Leo
CEO: Clare Pickens
CCO: Andy Fergusson
Executive Creative Director: Tommy Cehak
Creative Director: Stacey Karayannis
Creative Director: Michelle Walsh
Associate Creative Director: Rosie Stone
Senior Art Director: Daniel Stewart
Senior Copywriter: Tatsuki Kamekawa
CSO: Catherine King
Group Business Director: Gemma Cox
Senior Business Director: Thomas Smyth
Senior Integrated Producer: Holly De Roy
Director: James Dive
Executive Producer: Adrian Shapiro
Producer: Tessa Simpson
DOP: Aaron McLisky
Production Designer: Loretta Cosgrove
1st AD: David Letham
Photographer: Sean Izzard
Casting: Michelle Clancy at Ben Parkinson
Offline: Adam Wills
Grade: Matt Fezz
Online: Viv Baker
Sound House: Rumble Studios
Composer: Rino Darusman
Sound Designer: Tone Aston
Executive Producer: Michael Gie
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Perhaps the one question they should ask -are our journalists really impartial?