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To reach underserved audiences, a text-based newsroom embraces social-first journalism
The Fuller Project PROJECT
About This Project
Summary
The media environment is incredibly fragmented. Trust in faceless corporate news brands is falling, people are getting more and more news on social media—increasingly in video format. As an independent nonprofit newsroom that’s spent the past decade using longform written journalism to catalyse change for women and gender minorities, continued success in this mission depends on our ability to keep pace with how information is made and shared, especially by our target audiences online.
Goals & Objectives
Reach new audiences with information that disproportionately affects women, girls and gender minorities. Bring our subject-matter expert journalists out from behind their laptops to build trust in candid, informal ways. Reimagine our social platforms as community spaces, not just broadcast channels.
Results & Impact
‘Thank you for sharing this…we all deserve access to health information we never got at school’ ‘I was unaware that we provide THAT much aid…retracting…is sickening’. With no ads, in 60 days: 1 mil+ views, reached 20K new accounts and most importantly, we’re making journalism accessible and engaging
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