Verite News

About the Client
Verite News is a nonprofit newsroom based in New Orleans, committed to delivering fair and truthful journalism that shines a light on vulnerable communities and important local issues. Recognizing the city’s rich cultural diversity, Verite provides a platform that emphasizes equity and authenticity in news coverage. With a focus on positive community impact, Verite supports initiatives like its fellows program for aspiring young journalists and its engaging “Porch Poppin’” video series that recaps the weekly news for younger audiences.
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The Challenge
Verite’s 55+ aged audience primarily get their news from the web, whereas younger audiences get their news from social media. As a local news outlet with limited resources, Verite sought to grow its impact and better connect with New Orleans’ younger residents. To address this, Verite needed a strategic, vibrant campaign that showcased its initiatives in a way that resonated with younger audiences, as well as a modern website redesign to reflect the energy and culture of New Orleans.

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The Solution
Buoyant partnered with Verite to develop a strategic, cross-platform campaign that included a modern website redesign and targeted digital outreach. Our approach aimed to engage a younger, more diverse audience while strengthening Verite’s connection with its existing reader base. In addition, we launched an advertising buy to promote the campaign.

Key elements of the campaign included:

* Brand Strategy & Narrative Development: Through collaborative sessions with Verite’s team, we refined the brand’s personality and messaging to highlight Verite’s deep cultural ties to New Orleans and its dedication to community-driven journalism. We proposed and implemented a dual color palette: a conservative, modern palette for news content and a vibrant, bold palette for cultural content.

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* Website Redesign: The website was transformed with a fresh, modern look for younger audiences while keeping the simplicity and ease of use for older audiences. New sections for Culture, Community, and Connection were added to emphasize the city's rich historical roots. The site was also optimized for search engines to boost visibility and attract a wider audience. See the live site at VeriteNews.org.

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* Social Media Campaign - “Porch Poppin’”: To reach younger audiences, the “Porch Poppin’” social media series was launched on Instagram, TikTok, and YouTube, presenting weekly news highlights in a lively, engaging format infused with the energy of New Orleans. The social media ads were animated with lively music to capture attention and convert audiences.

Here are some static images of our animated social media ads:

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* Banner Signage: To maximize Verite’s presence at community events like health fairs, Buoyant designed large, visually impactful banners and branded assets. The signage was crafted to capture attention instantly, featuring bold images.

* E-Newsletter Redesign: To cater to Verite’s diverse audience, we designed two versions of the e-newsletter—one tailored for younger readers with visually engaging, concise content, and another designed for older audiences, focusing on in-depth articles and updates. Both versions featured strong calls to action and highlighted Verite’s role in amplifying community voices.

Impact
This campaign broadened Verite's reach. With the targeted ad campaign, the redesigned website and tailored e-newsletters increased engagement across age groups, while the “Porch Poppin’” campaign successfully connected with younger audiences. The multi-channel approach deepened Verite’s community impact, expanded its audience base, and reinforced its role in solution-based journalism in New Orleans.
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Let Us Tell Your Story — click here or email us at virtualadmin@wearebuoyant.com to set up a time to discuss your project.

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