Campaign Video for Tamedia A journalist explains her passion. A brand wins readers.
The Swiss media company Tamedia wanted to attract more readers to its online magazines. The “Ma passion. Votre journal.” campaign relies on the most credible ambassadors: its own journalists. Pictured here: Flavienne, a court reporter for 24 heures in Lausanne.
Journalism is sold through the people who produce it
Why should anyone pay for online journalism? Tamedia answers this question not with discounts, but with a stance. In the “Ma Passion” campaign, journalists share what drives them.
Flavienne had been working at the newspaper *24 heures* for seven years when filming began, and she specialized in court reporting. She explains what makes a good article: You start reading the first line and can’t stop. And she describes her standards: truthful, verified, well-written information that tells stories about people, because people are the gateway to information.
One Campaign, Many Faces
“Ma passion. Votre journal.” works as a series: Each portrait features a different leader of the organization, and each episode reinforces the same message. Journalism is a craft, practiced by people with passion. The videos were posted on social media—the very place where the value of journalism is most hotly debated.
The entire campaign was created in just five days of filming: eight videos, 20 photo shoots, and over thirty different versions for the various titles and formats. For Tamedia, this means the brand is given a human face, and the decision to subscribe is backed by an argument that no discount can replace.
“I think that’s the key that unlocks the door to information: the fact of being human.”
Seen in the film
Flavienne, who has been a journalist at *24 heures* for seven years, talks about her specialization in court reporting: In the courtroom, she encounters people in their most concentrated form. Her goal: to explain what lies behind a story, always with the reader in mind. Is this sentence clear? Does this image help with understanding? Her top priority: accurate, verified, well-written information.
01 · The campaign slogan: My passion. Your newspaper.
02 · On the way to the appointment
03 · People open the door to information
04 · Journalism as a Craft
What ROCC Film has taken over for Tamedia.
A portrait shoot in the newsroom, right in the midst of the work.
