Seeds of Doubt ads:
Problem:The Sacramento Bee newsroom had written a story that was to be published as a 5 part series. It was an extensive news story and the Bee wanted to promote it.
Solution: The original request was to promote this 5 part series with a ½ page black and white ad.
I felt the story was too important to settle for a ½ page black and white ad. My idea was to create a teaser ad for the upcoming story thus drawing the reader’s attention for the 5 part series. I showed the depth of the Bee’s coverage on the story and showcased the Bee’s award winning photography. My goal was to entice the reader to want to seek the story.
Results: Biggest newsroom promotional campaign. The ads won a local Addy Award and beat out the New York Times and LA Times for an International Newspaper Association Award.
This was 1of 5 Ads that ran to promote the Seeds of Doubt story in The Sacramento Bee.
This was 2 of 5 Ads that ran to promote the Seeds of Doubt story in The Sacramento Bee.
This was 3of 5 Ads that ran to promote the Seeds of Doubt story in The Sacramento Bee.
This was 4of 5 Ads that ran to promote the Seeds of Doubt story in The Sacramento Bee.
This was 5 of 5 Ads that ran to promote the Seeds of Doubt story in The Sacramento Bee.
