News without the Narrative

Rather than presenting balanced facts, most popular news outlets frame stories as click-bait. But sensationalized, biased reporting deepens political and social divides, making constructive dialogue harder. The Associated Press seeks to change this culture by being a trustworthy source for news that also trusts its readership.

As a writer, I tried to practice what this campaign preaches by avoiding anything that could be mistaken as "red meat" for one side or another. Instead, I tried to pull people of good will together around the commonsense idea that our news shouldn't have a hidden agenda or narrative. One of the biggest challenges was that there have been many great campaigns done in this space with simple headlines and art direction. So I studied several iconic campaigns from the past to make sure my work would have its own unique voice and look—even if my AP ads were running next to those from the Economist or the New York Times.