ABC News has released its first advertising campaign created with Leo Australia, Keep Asking, putting a spotlight on the fundamentals of good journalism: rigour, relevance, courage and public interest.

The campaign pitches the ABC News as Australia’s most trusted everyday news source.

ABC News launched its independent news bulletin in Australia in 1947. ABC News Digital went live in 1997.

“Asking hard questions has never been more important, but never more at risk,” said ABC director of audiences, Milla McPhee.

“Keep Asking is a strong reminder of the role of ABC News, which exists to serve the Australian public.

“It reflects our commitment to quality journalism and the relentless pursuit of truth through asking the questions Australians need answered.”

The multi-channel campaign rolls out across TV, OOH, social, digital and radio.

“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,” said Leo Australia ECD Tommy Cehak.

“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.”