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Toronto Star
"Truth Boxes"
Leo Burnett
"Truth Boxes"
Leo Burnett
A growing trend among younger Canadians, particularly those age 18 to 34, is to consume their news primarily through social media and free online platforms. This shift has been accompanied by a decline in trust in traditional Canadian news organizations and a significant drop in subscriptions to local newspapers like the Toronto Star.
To address these challenges and re-establish its relevance, the Toronto Star and Leo Burnett Toronto launched a campaign aimed at reintroducing itself to the city. A key element of the campaign was the revival of iconic blue newspaper boxes, transformed into “Truth Boxes” that highlighted critical topics such as climate change and accessibility. Placed strategically throughout Toronto, these boxes attracted attention and engagement from passersby. QR codes on the boxes allowed people to access related stories for free and encouraged them to subscribe.
The campaign saw subscriptions increased by 33% within the first month, continuing to an overall increase of 40%. Website traffic from non-subscribers also experienced a turnaround, with a consistent increase of 25%.
To address these challenges and re-establish its relevance, the Toronto Star and Leo Burnett Toronto launched a campaign aimed at reintroducing itself to the city. A key element of the campaign was the revival of iconic blue newspaper boxes, transformed into “Truth Boxes” that highlighted critical topics such as climate change and accessibility. Placed strategically throughout Toronto, these boxes attracted attention and engagement from passersby. QR codes on the boxes allowed people to access related stories for free and encouraged them to subscribe.
The campaign saw subscriptions increased by 33% within the first month, continuing to an overall increase of 40%. Website traffic from non-subscribers also experienced a turnaround, with a consistent increase of 25%.
Credits
Agency: Leo Burnett, TorontoClient: Toronto Star
Creative Agency: Leo Burnett, Toronto
President: Ben Tarr
Co-Chief Creative Officers: Steve Persico, Lisa Greenberg
Managing Director, Account Services: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Group Strategy Director: Pooja Beri
Group Account Director: Kirk Round
Account Supervisor: Sim Singh
Associate Creative Director/Copywriter: Appanna Chetranda
Associate Creative Director/Art Director: Natee Likitsuwankool
VP, Co-Production Director: Melanie Palmer
Integrated Project Manager: Sama Karam
Production Agency: Blue Noise Studios
CEO: Scott Walker
Executive Creative Director: Kendra Schumaker
Media Agency: Blue Noise Studios
VP Media: Tim Beach
Production: Get Wrapped
Director, Product Management: Charlie Elliott Owner: Niek Ermes
Studio: The Pub Productions
Executive Producer: Terry Theofilactidis
Photographer: Alex Chan
Production: Blue Noise
Managing Director: Scott Walker
Creative Director: Kendra Schumaker