The news landscape is changing: louder, faster, more provocative, more populist. Simple answers generate clicks. But is that really the kind of journalism the world needs right now? To mark its 80th anniversary, Süddeutsche Zeitung demonstrated that quality journalism is not defined by easy answers, but by the courage to ask the right questions.
The campaign invited readers to think for themselves and make the connections needed to uncover the story behind each question. The seemingly simple, even harmless, questions referred to scandals or societal issues when viewed alongside the accompanying press image. The aim was to create a moment of realisation for readers as soon as they made the connection in their own minds.
