The Mirror Kicks Off Major Campaign to Strengthen Quality Brand Positioning

In an effort to combat "media-driven ignorance" and strengthen its brand position as a quality news source, the Mirror has launched a multi-million pound campaign featuring the strapline 'Don't Say Stupid'.

Designed as a cross-platform endeavour, the campaign will run for a number of weeks on TV, print, digital, outdoor, mobile, and social platforms. The creative was done by the Quiet Storm agency with Carat acting as the media agency.

The 'Don't Say Stupid' campaign highlights the falsehoods and speculation often reported as fact in tabloids and shared on social media, in contrast to the Mirror. It aims to be a playful way of "tackling the awkward truth of media-driven ignorance" while reinforcing its stance as a quality tabloid which the Mirror's "MadeUThink" campaign communicated in 2013.

Group Marketing Director of Trinity Mirror Group, Zoe Harris, commented: "The Mirror matters to what we call Modal Britain - we're not about aspiring to an intellectual elite, or patronising a so-called underclass - but talking about the things that matter to normal people with enquiring minds."

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