How do we give young people a taste for reading newspapers ?

In order to find a solution to this issue, the three syndicates of the national, regional and local daily press proposed an original operation “My Free Newspaper”, with the support of the Ministry of Culture & Communication.

The idea was to give young people a taste for reading by offering any young person between 18 and 24 who might be interested a free copy of the paper of their choice (from among 59 daily-press titles), one day a week for a whole year (offer limited to 200,000 subscriptions).

We decided to go where young people can be found : on the Web - A Website- 2 Web films : 2 spots, 2 stories. At the end of each spot, we realize that it consists of extracts from real articles taken from a daily paper.- 5 daily press ads : Get some help : communicate to the parents who themselves read the daily press, so as to get them to promote the operation among their children.The whole campaign drives to the Website to register

The campaign was launched on 27th October.

By 1st November, there were already 123,000 subscription requests.And more than 230,000 requests in less than a month.