ABC News tells Australia to ‘Keep asking’ in bold new campaign

ABC News is leaning into the core principles of journalism with a new national brand campaign urging Australians to “Keep asking”.

Created with Leo Australia, the campaign positions the national broadcaster as a fearless interrogator in an era of media fragmentation, misinformation and growing distrust in information sources.

Rolling out across television, out-of-home, radio, digital and social channels, the campaign centres on the idea that the health of journalism depends on relentless questioning.

Milla McPhee, director of audiences at the ABC, said the campaign reflects the growing importance of holding institutions and power to account.

“Asking hard questions has never been more important, but never more at risk,” McPhee said. “Keep Asking is a strong reminder of the role of ABC News, which exists to serve the Australian public.”

The campaign draws heavily on the fundamentals of journalism: rigour, relevance, courage and public interest. It also encourages audiences to question not only the news they consume but the institutions around them.

Stripped-back creative approach

Rather than leaning into heavy production or visual spectacle, the creative deliberately adopts a minimalist tone designed to mirror the directness of investigative journalism.

Tommy Cehak, executive creative director at Leo Australia, said the campaign was built around authenticity.

“We made the deliberate choice to build sets and capture almost everything in-camera to reflect the honesty and integrity at the heart of ABC News,” Cehak said.

“The work is direct, provocative and stripped back because, as ABC News demonstrates every day, it isn’t just about the questions you ask but also the ways in which you ask them.”

The creative also draws on real ABC News investigations and stories, reinforcing the broadcaster’s positioning as a source of public-interest journalism.

The campaign arrives at a moment when news organisations globally are grappling with declining trust, algorithm-driven content distribution and the rapid spread of misinformation across digital platforms.

Against that backdrop, “Keep Asking” seeks to reposition the ABC’s journalism not just as information delivery but as a civic function.

The messaging also invites audiences to participate in that process, encouraging Australians to question institutions, governments and even the ABC itself.

By grounding the campaign in the fundamentals of journalism rather than promotional messaging, the broadcaster is betting that authenticity and editorial integrity remain powerful brand assets in a fragmented media environment.