The Guardian

GScoop: Help The Guardian report the news through a digital subscription

How do we reach students in a compelling and interesting way to inspire them to digitally subscribe to The Guardian ?

The Guardian is committed to bringing clarity, imagination and hope to their readers. Their journalism is independent, global, open and gives voice to the voiceless.

According to Pamco’s most recent study, The Guardian is the UK’s best-read quality news publisher and most read-quality news publisher for under 35s. They have a highly engaged audience across print and digital, with over a million people supporting them financially (subscribers or contributors). In recent years their marketing has been focused on driving subscriptions and support with their core audience.

2020 has been a stressful and disorientating time for students. However, as we went into 2021, they want to tap into their open, driven, and altruistic mindset. They are targeting students at UK universities. This could be freshers, undergraduates and postgraduates. They want to reach 18-24 year olds with a casual interest in news. These audiences will be curious about the world, hold progressive values and be keen to seek out new information and ideas. They’re digitally native and consumers of content across multiple devices. Whilst they have less disposable income than older millennials. They’re willing to pay for quality subscriptions that they feel add value to their life.

Project Scope:

User Research

Print Design

UX/UI Design

"Leading the target audience, potential readers and supporters to The Guardian App"

GScoop is an integrated platform within The Guardian App. GScoop lets students and the existing readers share their stories, opinions, viewpoints, information, ideas and any other newsworthy events to make them feel that The Guardian cares for them. Giving a voice to the voiceless. The unheard. The powerless.

The “G” took inspiration from The Guardian’s roundel/icon.
Scoop - a piece of news or story published by a newspaper in advance of its rivals; the latest information about something.
GScooper – the audience; someone who writes or share information and ideas; a story-teller.