From medical breakthroughs to innovations in renewable energy and wildlife conservation success stories, uplifting news headlines will reach millions of members of the public through a new content partnership that’s designed to inspire communities across Britain.
Here at Positive News, the pioneering media outlet that reports on what’s going right in the world, we’re partnering with one of the country’s leading ‘out of home’ media and infrastructure companies, Clear Channel UK, to display stories of progress on screens on high streets and in shopping centres all around the UK.
Every week, a curated selection of socially relevant good news stories, provided by Positive News, will be displayed on Clear Channel’s 3,500-plus digital advertising screens.
The posters will highlight a range of recent constructive UK stories that people might have not seen in traditional news outlets or on social media, joining the dots between how people, communities and organisations are changing the world for the better.
Sean Wood, CEO at Positive News, said: “With studies revealing that a huge portion of the British public now avoid the news because it brings them down, we’re offering an empowering alternative. This exciting partnership will give prominence to our positive headlines at scale, helping people discover that it’s not all doom and gloom and an incredible amount of positive change is happening too. Together with Clear Channel, we’re breaking the bad news bias.”
“In a world filled with clickbait headlines and negative narratives, we are aiming to bring alternative, credible news content to local communities and add more positivity to people’s everyday lives,” added Ben Hope, marketing director at Clear Channel UK.
“Out of Home, as a highly trusted media channel, is perfectly placed to amplify the rigorous journalistic work of the team at Positive News who share our vision of making a positive societal difference. This partnership is an opportunity to put a smile on your face, and what’s not to love about that?”
Building upon consistent growth in recent years of Positive News’ readership, the partnership will bring its uplifting journalism to new audiences, responding to what the Positive News team sees as a growing need and appetite for news that is focused on positive responses to problems, rather than just the problems themselves.
Research published in 2022 by the Reuters Institute revealed that 46% of people in the UK now avoid the news, with the majority of avoiders saying that the news was bringing them down. In 2023, the same annual study found that 55% of news avoiders globally are interested in positive news stories.
The partnership is the first time that Clear Channel has partnered with a content publisher in the UK as part of ongoing efforts to improve public spaces and give back to the communities in which it operates. The partnership cements the company’s commitment to be a “platform for good”, having already donated £20m worth of media space to 50 charities in 2023 and funded various social impact and environmental initiatives.
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