LILY WEST

In collaboration with Ruby Douglass and Ben Sanderson.

Reaching students by showing the power great journalism can have - the Guardian of the future campaign reimagines what a subscriber can be. 

From climate change to home ownership, gender inequality to unemployment, studies have shown that young people care about the world and want to see it thrive. Emphasising the power that journalism has to safeguard society, on-campus murals and customisable content help spark informed conversations.

This campaign shows that The Guardian and the student can be the perfect match. When young people help fund journalism, they can stay educated about what's fragile. They can protect what they care about most. They can be a Guardian of the Future.

POSTERS

Flyposters become a quick and universal way to deliver this campaign message; stirring action within those who wish to see the world thrive when positivity is needed most.

FOCUSED AROUND FRESHERS

Placing The Guardian at the centre of Freshers Fairs, students are encouraged to think beyond their own futures and instead think about their role in society's future.

A UNIFYING SYMBOL

Freebies given out on sign-up are a proud mark of support, becoming a unifying symbol for a community of change-makers.

STARTING CONVERSATIONS

Personalisable content, and on-campus murals, give students a means to voice what they care about most, acting as ice breakers that spark up educated conversations.

SPREADING THE MESSAGE

Through wearing and sharing their Guardian memorabilia, young people strengthen the connection journalism has to protecting what matters in the world.