NEWSPAPER OF THE YEAR - Gazeta Wyborcza
(Warsaw, Poland - circulation 448,142 daily)
WHAT THEY DID: This newspaper clearly engages its young readers on many fronts – from sport to education to human rights – in creative and effective ways that are sure to build loyalty. This commitment was proven again with the paper's two entries this year that won jury commendations (see below for details).
TOP PRIZE: EDITORIAL - Le Journal de Montréal
(Montreal, Canada - circulation 250,000 daily) for "Le P'tit 5 minutes" children's infographic page
WHAT THEY DID: Le p'tit 5 minutes (the small five minutes) is a weekly infographic page produced by a team of grade school students and news professionals as an offshoot to the paper's popular adult infographics page, "In 5 Minutes." Each week, classes send in topic ideas to the newsroom for the page. Journalists then visit the class whose idea was selected to engage the students in the making of their own page to be featured in the newspaper.
TOP PRIZE: Newspaper in Education - Rheinische Post
(Düsseldorf, Germany - circulation 404,744 daily) for "News to Use" for young employees
WHAT THEY DID: This project targeted a transitional sector of the population often forgotten in editorial outreach. The paper reached out to young trainees (16-25) in companies that wanted them to improve reading comprehension and enhance current affairs knowledge. The project included daily delivery of the newspaper and regular test questions on news coverage to monitor the trainees' knowledge and understanding.
TOP PRIZE: PUBLIC SERVICE - Four newspaper groups: Independent Newspapers, Media 24, Avusa, AIP (Associated Independent Newspapaers
(South Africa - combined circulation 1 437 500 daily*) for "National Teachers' Strike Recovery Initiative"
WHAT THEY DID: In response to the largest teacher strike in post-Apartheid South Africa, the independent newspaper association proactively responded to mitigate the affects of the educational standstill through featuring study materials in the newspaper. Revision supplements based on the curriculum missed were created to reach students from all class levels, socioeconomic sectors and geographical locations. The materials have become an integral part of the school system insofar as they have become key exam study tools as well.
*Participating South African newspapers: The Star, The Cape Argus, The Pretoria News, The Daily News, Isoleswe, The Diamond Fields Advertiser, The Daily Sun, The Sowetan, The Daily Dispatch, The EP Herald, Die Beeld, Die Burger, Volksblad, The Limpopo Mirror, The Zoutpansburger, The Letaba Bulletin, Excelsior News, Township Roundtrip, KitsNuus, Kormorant
TOP PRIZE: BRAND - Express & Echo
(Exeter, UK - circulation 22,000 daily) for "Green Shoppers Campaign" around eco-friendly, branded bags
WHAT THEY DID: In a bold effort to minimize the use of plastic bags in the newspaper's circulation area, Express & Echo devised a youth project to galvanize readers to use reusable bags. The paper held a contest for young people in which the best bag design was printed on eco-friendly bags. The result has been more young readers and a 25-percent decrease in the use of plastic shopping bags in the area.
TOP PRIZE: LITERACY AND NEWSPAPERS - Lexington-Herald Leader
(Lexington, Kentucky, USA - 105,000 daily) for "Mr. Dogwood goes to Washington" serialized story project
WHAT THEY DID: Newspapers across Kentucky ran a serial story about two dogs on a family vacation to Washington D.C. to learn about history and democracy in the American context. Spearheaded by the Lexington-Herald Leader, the project was extremely successful with its multi-platform approach. Readers could hear the protagonists read the story through podcasts, visit websites to find out more information, pick up the paper each week to follow the dogs' adventures and even meet real dogs like those in the story through class visits set up by the newspaper.
BRAND (Jury Commendation) - Gazeta Wyborcza
(Warsaw, Poland - circulation 448,142 daily) for "Mini-Euro 2008 with Gazeta Wyborcza" football champions through the newspaper
WHAT THEY DID: After the short-lived excitement of qualifying for the 2008 European Football Championship, this newspaper did not stand unbowed to the Polish team's early defeat. Rather, the paper proactively responded in an effort to spur patriotic spirit by creating a mini-Euro championship for its youngest readers. With government support the paper published guidelines in the newspaper and set up simulated football games. The project got kids active while also building the paper's brand.
BRAND (Jury Commendation) - Neue Osnabrücker Zeit
(Osnabrück, Germany - circulation 170,000 daily) for actions around the new baby lions at the zoo
WHAT THEY DID: With children undoubtedly loving baby animals, this newspaper used the birth of six lions at the local zoo as a gateway to opening the newspaper up to a younger audience. A youth supplement with bright photos and posters of the new cubs, themed merchandise, competitions, and online activities brought youth both closer to the newspaper and an exciting local event.
EDITORIAL STRATEGY (Jury Commendation) - Ekstra Bladet
(Copenhagen, Denmark - circulation 95,000 daily) for "Redaktionen" youth journalism experience
WHAT THEY DID: In this project the multi-step process of creating and distributing a newspaper was brought to Danish classrooms through a unique internet editorial platform. From picking a target audience, selecting and writing content to designing layout and uploading pictures the students were at the forefront of creating a classroom edition of the paper for a larger audience. Upon completion the newspaper printed one thousand copies of their edition for the students to sell or distribute freely.
EDITORIAL STRATEGY (Jury Commendation) - O Dia
(Rio de Janeiro, Brazil - circulation 115,000 daily) for "200 years – The Royal Family and the journey that has changed the world" history magazine project
WHAT THEY DID: In this project the newspaper presented youth with a new edgier history of the Brazilian monarchy. Over six weeks, magazines were inserted on a weekly basis into the newspaper and thereafter used as teaching resources in classrooms. The project had a huge success as evidenced by the central role it took in the formal educational system in the country.
EDITORIAL STRATEGY (Jury Commendation) - Zero Hora
(Porto Alegre, Brazil - circulation over 180 000 daily) for "Kzuka" youth perspectives integrated into the newspaper
WHAT THEY DID: The newspaper inserted a youth perspective directly into articles that could be of interest to young readers. The project made youth feel represented and involved in the newspaper. By interweaving original content with a new younger twist through surveys and youth research more young readers began to pick up the paper. With the change, the paper reached 657,000 young readers with a 27-percent growth rate in that sector, a rate higher than the initial decline the paper had seen among young readers.
EDITORIAL STRATEGY (Special mention) - L'Equipe
(Paris, Issy les Moulineaux, France - circulation 346 000 daily) for "L'Equipe Junior" sports online newspaper for children
WHAT THEY DID: In this project, a bi-weekly online sports newspaper for children aged 9 to 14 was created on a free subscription basis. The paper tapped into a lucrative niche market and kept kids stimulated with cutting-edge layout, images and content on one the most popular topics for kids.
NEWSPAPERS IN EDUCATION (Jury Commendation) - Braunschweiger Zeitung, Salzgitter Zeitung, Wolfsburger Nachrichten
(Braunschweig, Germany - circulation 146,000 daily) for "Daily Paper in Kindergarten" project
WHAT THEY DID: With free newspapers delivered for three weeks and the editor visiting kindergarten classrooms, this project creatively showed how newspapers can be an educational tool for those even just starting to learn to read. With the paper, language and images were made more palpable for the young learners. The newspaper even created a mascot for the children, a lion named Taki, to take them through the hands-on activities. With close to 40,000 copies brought to classrooms the project was a widespread effort to expose the potential of papers for the youngest of readers.
PUBLIC SERVICE (Jury Commendation) - 24sata
(Zagreb, Croatia - 181,248 daily) for "Angels and 24sata - the changing of a law" campaign in support of family and children's rights
WHAT THEY DID: In this project the newspaper embarked on an ambitious fight to change the law on how handicapped children are cared for in Croatia. The newspaper advocated for the law to recognize one parent as lifelong caregivers for children requiring full-time care as being employed and to make all of the child's necessities free of charge. After 500 days and countless articles portraying the stories of handicapped children the newspaper shepherded the new law to parliament!
PUBLIC SERVICE (Jury Commendation) - Gazeta Wyborcza
(Warsaw, Poland, circulation 448,142 daily) for "Campaign: Solidarity with Tibet"
WHAT THEY DID: In this effort, readers, non-governmental organizations and the newspaper came together to move beyond traditional editorial approaches to stand up to injustices taking place in Tibet. The newspaper placed a Tibetan flag on the front page of the paper and encouraged readers to cut it out and post it in a visible place in protestation for Chinese policy in Tibet. 500,000 people bought the edition! Readers then posted more than 1000 photos within the first week on the newspaper's website of them holding the flag. The movement was especially popular among young readers and schools, as seen by the colossal number of photos and collages from youth.
PUBLIC SERVICE (Jury Commendation) - Irish Examiner
(Ireland - 55,948 daily) for "Drugs and Ireland" supplement on fighting drug use
WHAT THEY DID: In this two-tier project, the newspaper sought to expose the increase in drug use in Ireland. In the first part, journalists presented an empirical study that gauged the harrowing truth of drug use among youth. Then a supplement book was included in the paper to provide tips for parents on how they can talk to their children about the affects of drugs. A mix of facts and case studies were used and the campaign extended to the radio as well to gain exposure for the printed materials. The newspaper also saw an average of four-percent increase in sales crossing over two fiscal years when the project took place.
PUBLIC SERVICE (Jury Commendation) - Kakhetis Khma
(Gurjaani, Georgia - 5,000 weekly) for "Young Leader Program" public service initiative
WHAT THEY DID: In four months this newspaper increased their circulation rates by 50 percent through starting a Young Leader Program through the newspaper. The new team, which was recruited through a contest, and the newspaper then assumed an unprecedented role in public service by executing a number of activities in the community and featuring close to fifty articles on youth issues. Examples ranged from the publication of 10,000 copies of newspapers in local ethnic minority languages, volunteer-led street cleaning, and involvement in parliament elections. The project also extended into television, radio and internet outlets and involved as many as 1,678 students for certain projects.
PUBLIC SERVICE (Jury Commendation) - Malayala Manorama
(India - 1.6 million daily) for "We are with you" initiative for support of the terminally ill
WHAT THEY DID: Spanning two years this project sparked a paradigm change in the southern Indian province of Kerala on the treatment of the terminally ill. The newspaper saw that as younger generations were increasingly moving away from home, aging parents and disabled people were left in their home villages with little supportive care. In response, the newspaper spearheaded a movement to increase palliative care. The project began with features in the newspaper on the importance of such care and later expanded into a statewide effort that involved youth in providing palliative care. The program involved 3,000 youth via training camps for youth and documentaries and booklets on the issue. Colleges and other community sectors started similar care initiatives and eventually the immense involvement sparked the interest of parliament, ultimately leading to a shift in geriatric public policy!