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The rise of fake news and the impact it's had on world events prompted us to reimagine the salmon and made it evolve from a metaphor in communications to a very pure and aesthetic symbol. A mark of journalistic integrity.

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Both the < and the manifesto became the cornerstones of the campaign, and were then carefully translated into other media. In our TV commercial we used the metaphor of a tattoo to show the commitment of De Morgen to get to the truth, no matter how painful.

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This campaign had a huge impact. No less than 35'000 people subscribed for a trial subscription in less than three months. More importantly the < also became an internal rallying cry for the editorial team to push themselves even harder to report the news to the highest possible standard.

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