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The Guardian has a unique reader-funded model which has allowed it to build a strong tradition of robust, editorially independent journalism.

Faced with the challenge of establishing the Guardian brand and its point of difference on a global scale, we created a new platform ‘Not for sale’ which centres around the paradox that the Guardian will always be open to all, but beholden to no one.

Our first campaign focuses on the multitude of ways that people consume and react to the Guardian, in order to highlight the fact that it can be read by anyone, but never owned.