Title | Truth Boxes |
Brief | An increasing number of Canadians are now consuming their news almost exclusively through social media and free online platforms. This trend has been compounded by a prominent rise of misinformation and a subsequent lack of trust in more traditional Canadian news organizations, resulting in a steep drop in subscriptions to their affiliated local newspapers.This included The Toronto Star, an established and trusted presence in Canada. But while it’s familiar to many, they lacked a distinct voice and Canadians found it hard to outline the unique value Toronto Star added in their lives.We modified seven boxes into “Truth Boxes” to shine a light on current topics that resonated with Toronto’s citizens (and Canadian’s) everyday lives: gun violence, climate change, lack of accessibility, privacy violations, obesity care, economic uncertainty and teen vaping. Each box was shaped according to the topic it talked about, attracting attention and interaction from Toronto’s citizens. |
Agency |
Leo Burnett Toronto
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Campaign |
Truth Boxes
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Advertiser |
Toronto Star
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Brand |
Truth Boxes
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