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The Inevitable News
Agency Area 23, An IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Brooklyn Sports Page / Brooklyn + Stellar Printing Inc. / Long Island City
Category
Newspaper / Series
Annual ID
OS22_PT002G
About the Work
Newspapers report on over 100 gun deaths every day in the United States. And it’s always the same story. By writing about shootings as if they were filling out a template, journalists are desensitizing us to these events when they could be using their platform to enact change.
To show journalists the flaws in their gun violence coverage, we created The Inevitable News, a newspaper that covers every mass shooting over the last 3 years—with one single article.
The typical newspaper branding feels familiar: black and white copy populating the pages of newsprint, contrasted against the handwritten red details of the shooting event. This shows how journalists haphazardly fill in the particulars of a shooting event on the spot, rather than shaping the story to the specific needs of the community they are writing about.
To make The Inevitable News feel authentic, copies were printed on real newsprint and distributed to branded dispensers across New York City.
Further, we personalized the design of The Inevitable News to mirror the brand guidelines of 10 of the biggest newspapers in the United States. These copies were sent to their respective publication’s editorial boards, showing the impact of their routine coverage in the context of their paper. These copies also served as an invitation for journalists to attend the Gun Violence News Summit, a landmark event that brought together influential leaders representing the likes of The New York Times and The Washington Post to forever change the way their industry covers gun violence.
Working together, these leaders crafted The Gun Violence Coverage Commitment, an unprecedented agreement outlining the new standard for gun violence reporting.
To show journalists the flaws in their gun violence coverage, we created The Inevitable News, a newspaper that covers every mass shooting over the last 3 years—with one single article.
The typical newspaper branding feels familiar: black and white copy populating the pages of newsprint, contrasted against the handwritten red details of the shooting event. This shows how journalists haphazardly fill in the particulars of a shooting event on the spot, rather than shaping the story to the specific needs of the community they are writing about.
To make The Inevitable News feel authentic, copies were printed on real newsprint and distributed to branded dispensers across New York City.
Further, we personalized the design of The Inevitable News to mirror the brand guidelines of 10 of the biggest newspapers in the United States. These copies were sent to their respective publication’s editorial boards, showing the impact of their routine coverage in the context of their paper. These copies also served as an invitation for journalists to attend the Gun Violence News Summit, a landmark event that brought together influential leaders representing the likes of The New York Times and The Washington Post to forever change the way their industry covers gun violence.
Working together, these leaders crafted The Gun Violence Coverage Commitment, an unprecedented agreement outlining the new standard for gun violence reporting.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Area 23, an IPG Health Company / New York
Production Company
Brooklyn Sports Page / Brooklyn
Stellar Printing Inc. / Long Island City
Post Production Company
Ritmika Audio Arts / São Paulo
Art Director
Bruno Calçada
Emily Carman
Evan Schmidt
Madeline Arch
Copywriter
Patrick Egan
Tamika Berry
Chief Creative Officer
Fred Levron
Tim Hawkey
Director
Christine Anikso
Executive Creative Director
Elliot Langerman
Marcus Kawamura
Executive Producer
Anna Anna Lopez
Scott Roberts
Group Creative Director
Eduardo Tavares
Product Designer
Diego Canneto
Associate Creative Director
Fabio Rodrigues
Director, Technology
Bill Hanff
Executive Assistant
Greicy de Los Santos
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