Google

Showcasing impact

As the way people consume content continues to change, new journalistic products are constantly emerging. The Digital News Innovation (DNI) Fund is a programme launched by Google to support innovation in the news industry across Europe, with the ambition to help journalism thrive in a digital age.

Our challenge involves developing a cross-channel campaign suite to present the impacts the programme has made to an audience of policy-makers and media influencers at the Google DNI conference in Lisbon.

To bring impact to life, we focused on powerful storytelling, creating a series of articles that got to the heart of the issues the projects are tackling and the impact they are having on society. Our writer interviewed teams from 20 projects across Europe that had received funding, to understand the need behind their product, their journey from idea to development, the challenges they’ve faced and the impact that the funding has had.

A key objective of the programme was to foster innovative thinking, so the creative solution needed to feel innovative too. Each article was edited and repurposed to work effectively across a multi-channel suite which included an online hub, animations, video, infographics, printed report, supporting collateral and a bank of social media graphics.

Creatively, we embraced the distinctive Google brand, adopting bold colours, typography and infographics. A ‘toolkit’ of images, assets, content and animations were separated by theme, providing campaignable content that could be easily repurposed for news and events.