The Guardian today (20 September) launches a new global marketing campaign – ‘Not for sale’ – emphasising the Guardian’s unique ownership model and strong tradition of robust, editorial independence. The work focuses on the strengths of the Guardian’s reader-funded model that helps to keep Guardian journalism open to all and positions this as a key reason for people to trust and financially support the Guardian.
Collaborating with creative agency Lucky Generals, this is the Guardian’s first brand campaign since 2019’s ‘Hope is Power’ and embraces a new strategic and creative approach. Fresh bold designs and confident statements of independence are based on insight that the Guardian’s reader-funded model allows it to be open to all, but beholden to no one. This gives it the power to break stories no one else can, but also drives a huge range of emotive reactions that are celebrated in the work.
