Independent creative agency, The Public House, has launched an all Ireland campaign for Independent News & Media news titles The Irish Independent, Sunday Independent and The Belfast Telegraph.
The campaign positions the news titles at the heart of the debate about the future of Ireland, united or otherwise. The campaign supports the Independent News & Media all-Ireland poll, conducted by Kantar, to mark the centenary of the partition of Ireland and the creation of Northern Ireland. The news titles pride themselves on relatable news, and felt it was critical to give a voice to real people about an issue that is dominated by what academics and think-tanks believe.
“We’ve grown up with the most extreme of opinions plastered all over our walls," said Colin Hart, Creative Director, The Public House. "This creative idea holds those opinions accountable backed up by real statistical facts from a very wide section of Ireland/Northern Ireland.”
The campaign uses Northern Ireland’s famously divisive murals, countered with the real statistics of whether people agree or disagree with the stance taken in those artworks. These murals are striking reminders of both sides of the debate, so it is a highly visual way to promote the findings of this Independent News & Media poll.
“Changing demographics, Brexit, Scottish Independence, Covid, and vaccination, all make attitudes towards Irish unification hugely interesting," said Lee Martin, Head of Marketing and Promotions at Independent News & Media. "With May 3rd the 100th anniversary of the partition of Ireland we wanted to find out what real people think about a united Ireland. Having polled people either side of the border, we asked The Public House to help us build interest and talkability in the results.
With the pre awareness campaign launched last weekend and the results of the poll being published this weekend, the campaign utilises press, social and digital media across Irish Independent, Sunday Independent and Belfast Telegraph titles.
Independent News & Media is home to Ireland’s leading print and online publications including Irish Independent, Sunday Independent, Independent.ie, The Belfast Telegraph, The Herald, Sunday Life and The Sunday World.
The Public House is an independent creative agency who are led by their founding principle that ‘boring doesn’t sell’. Their growing client base includes Paddy Power, EPIC: The Irish Emigration Museum, Irish Independent, FBD, Redbreast, Method & Madness, Cadbury and 48.
