The UK news media is the least trusted in Western Europe according to a report published by the Pew Research Center that surveyed a pool of 16,000 people across a number of European countries. It has also been rated joint second worst for investigating the actions of its government.

With trust in the media at an all-time low, and political divisions rife, the Independent have launched a new campaign, ‘Final Say’ from HeyHuman to promote ‘agenda free’ journalism and champion the people’s voice. The campaign invites people to become subscribers in the lead-up to the People’s Vote’s Let us be heard march scheduled for the 19^th October in London.

‘Final Say’ focuses on the “unheard voices” of Brexit, those like some Gen Z’ers who were too young to vote in 2016 but who are now raising their voices in the only way they know how, in protest, whether that be physically marching or commenting online. The Independent wants to champion those voices that are not being heard in the mainstream media.

The work shows people holding handwritten signs, which the paper will be handing out at the march. The Independent will also be at the march with subscription teams selling packages.

The aim of the campaign is to open up the space for conversation rather than delivering a one-sided rhetoric, to give room for nuance rather than focusing on the polarisation of people’s Brexit stance. The signs showcase a myriad of opinions but every single person is calling for the same thing; that the people can have their final say.

The Independent’s Final Say initiative also includes a petition, currently signed by more than 1.3 million people since last summer, calling for a second EU referendum now that people can make a more informed decision.

‘Final Say’ is part of a series of recent ads from media companies that champion transparency and truth telling when it comes to providing readers with unbiased journalism. The Guardian wants us to remember that Hope is Power; The New York Times believes The Truth is Worth It; and the Financial Times has introduced us to their New Agenda. All these campaigns are driving people to subscribe to the publication, to lend their support and their funds to promoting free, unbiased journalism.

Campaigns such as these are indicative of the media’s desire to nail their colours to the mast, demonstrating to readers just what the publication stands for. And that’s what people are after, clarity of messaging, whether you align with their political beliefs or not.