ABC News reinforces commitment to public-interest journalism in new campaign

The Australian Broadcasting Corporation's ABC News has launched a new national brand campaign titled "Keep Asking," developed in partnership with Leo Australia, aimed at reinforcing the broadcaster's role as a trusted everyday news source in the country.

The campaign highlights the importance of rigorous journalism at a time when media fragmentation, disinformation, and misinformation are complicating the information landscape. According to ABC News, the initiative focuses on the core principles of journalism, including rigour, relevance, courage, and service to the public interest.

The campaign positions the newsroom as one willing to ask difficult questions, hold those in power accountable, and follow facts wherever they lead. It also emphasises delivering curious and fearless journalism to audiences across Australia.

Milla McPhee, director of audiences at ABC, said: "Asking hard questions has never been more important, but never more at risk. Keep Asking is a strong reminder of the role of ABC News, which exists to serve the Australian public. "It reflects our commitment to quality journalism and the relentless pursuit of truth through asking the questions Australians need answered."

From the creative side, Tommy Cehak, executive creative director at Leo Australia, explained that the production approach aimed to mirror the values associated with the news organisation. "We made the deliberate choice to build sets and capture almost everything in-camera to reflect the honesty and integrity at the heart of ABC News. The work is direct, provocative and stripped back because, as ABC News demonstrates every day, it isn't just about the questions you ask but also the ways in which you ask them," he said.

The campaign will roll out across multiple channels, including television, out-of-home, social media, digital platforms, and radio, with the aim of reaching Australians wherever they consume media and encouraging them to continue seeking answers to important questions.