The Correspondent – Founding Principles Booklet
Nominated for European Design Awards 2019
The Correspondent is a movement for ‘unbreaking news’: changing what news is about, how it is made, and how it is funded. Momkai, co-founders of this journalistic revolution, designed and executed a complete crowdfunding campaign, including the online promotional crowdfunding platform. The Correspondent crowdfunded $2.6M from 45,888 members in 130+ countries, setting a new world record.
Momkai: ‘News as we know it leaves us cynical, divided, and less informed. To achieve our goal of making ‘unbreaking news’ a reality, we had to play on the notion of ‘breaking news’. To do this, we spent a year building a network of ambassadors to demonstrate social proof. We fostered relationships with high-profile individuals like civil rights activist DeRay McKesson, Wikipedia founder Jimmy Wales, and many more.’
‘To convince these high profile individuals of our cause, we designed our own ambassador’s booklet. This booklet contained the founding principles behind our journalistic movement. With the size and texture of a passport it was an easily digestible format for our journalistic philosophy and simply too nice to just throw away. Finally, we shared the social proof by using ambassador quote cards in all communicative channels.’