The Challenge
Public discourse in America has reached a breaking point—polarized debates, toxic comment sections, and sensationalized media have eroded trust and civility. Audiences were craving a space for thoughtful conversation and understanding. For USA TODAY, this posed both a challenge and an opportunity. Known for its balanced editorial voice and absence of inflammatory personalities, the brand was uniquely positioned to reclaim ground as a trusted, civil space for news and dialogue.
Our Strategy
We set out to reposition USA TODAY as the media brand championing civility in news consumption. By highlighting its measured editorial tone and centrist reputation, we developed a strategy to spark awareness and drive conversation around the idea that news can—and should—be delivered with respect and balance.
Creative Execution
Digital & Display Advertising — Bold, simple messaging designed to spark curiosity and reframe perceptions of USA TODAY.
Online Video (OLV) — Storytelling that emphasized civility as a differentiator in today’s media environment.
Editorial Spotlight — A dedicated USATODAY.com feature highlighting the campaign and engaging readers directly with the brand’s civility-first positioning.
The Results
In 2025, the campaign delivered:
150M+ impressions and video views across digital channels
100K+ visits to campaign landing pages
Messaging insights: Civility-oriented creative significantly outperformed news consumption messaging, validating the positioning and shaping USA TODAY’s ongoing brand strategy.
The Impact
This campaign reframed USA TODAY as not just a source of news, but as a leader in restoring civility to American discourse. By grounding the brand in its legacy of balanced storytelling and future-focused messaging, we laid the foundation for long-term positioning that resonates with audiences hungry for trust and respect in media.
Role: Head of Creative Studio, Brand Strategy Lead