The Guardian launches major US marketing campaign emphasizing independent global journalism

The Guardian has launched its first major marketing campaign in the United States titled "The Whole Picture," designed to highlight its global, independent journalism and broaden its US presence. The campaign includes prominent advertising placements across New York City’s subway lines, digital billboards near key venues like Moynihan Train Hall and Madison Square Garden, and host-read audio ads on popular Vox Media podcasts such as Pivot and Today, Explained. This initiative underscores The Guardian's commitment to providing a global perspective on news, culture, sports, and lifestyle, distinguishing itself amid a crowded US media landscape where many outlets face pressure compromising editorial independence. The campaign also features a creative stunt in New York City that invites the public to reveal a message about press freedom, reflecting rising tensions around media censorship and government restrictions in the US. Editor-in-chief Katharine Viner emphasized the importance of this effort given The Guardian’s growing US audience of over 40 million and hundreds of thousands of paying supporters who value its independent voice. Overall, the campaign marks a strategic push by The Guardian to expand its footprint in key US cities and to launch new offerings including US-focused podcasts.