At a time when society is fragmenting into individual interest and identity groups, Watson has an important journalistic mission: counteract the growing rifts in society caused by social media through fact-based reporting. Watson deliberately avoids scandalization and negative campaigns.

To stand out from its competition, Watson chose not to advertise with common topics like fast news, gossip or humor. Instead, we developed a polarizing campaign to embed Watson's mission: "Read beyond the lines" (Haltung zeigen. Watson lesen) into peoples heads. Common prejudice and clichés are used to get the target groups attention and make them aware, that their source of information truly matters.

In addition, the pink underline was introduced as a strong symbol for a movement supporting Watson's way of honest journalism and say no to tabloid stories - the first time this symbol has ever been used for media advertising in Switzerland.

In the vignette spots developed for the campaign, we break with precedent. We portray four different individuals who are victims of common prejudice, and then refute these biased views by resolving the situation. All spots end with a scene in where the protagonists take their strong stance by marking their face with the pink underline.