The Guardian has made a huge play in the US markets with an out-of-home stunt that blatantly admits, “news in the United States can’t publish the whole picture”, but The Guardian can.
Made alongside Lucky Generals and with paid media planning and buying by PHD, the large yellow poster will pop up at 50 9th Ave in New York City on Wednesday, with significant parts of the text covered with reusable black tape. The only visible parts of the text will read “news in America can’t publish the whole picture.”
New Yorkers and influencers will be invited to remove the tape and reveal the whole message that The Guardian is fiercely independent, and nobody can tell them what they can or cannot publish.
The stunt is part of a broader “The Whole Picture” branding campaign in the United States that emphasises the publisher’s ability to bring a global perspective to US audiences. It comes just as the British publisher continues to invest in its operations across the market, hiring for dozens of roles and developing two new podcasts.
The campaign will also run across The Guardian’s owned channels, including a landing page, audio and video content, newsletters and across its digital sites.
The campaign lands at a moment of heightened tension between the US government and the press. In recent weeks, the Pentagon under Defence Secretary Pete Hegseth has required journalists to sign pledges not to publish unauthorised material, even when it is unclassified. Reporters who refuse risk losing credentials and access. At the same time, longstanding press freedoms inside the Pentagon have been rolled back, with tighter restrictions on movement, greater reliance on escorts, and reduced newsroom access to military workspaces.
Last week, Trump hit out at the ABC’s Americas editor, John Lyons, following questions over his business dealings while in office. Lyons asked the President whether it was appropriate that “a president in office should be engaged in so much business activity?”
Trump replied that he wasn’t engaged in business activity after proudly telling reporters he was spending US$250 million on a new ballroom for the White House.
“You know what the activity — where are you from?” Trump asked Lyons.
When Lyons told Trump he was from the Australian Broadcasting Corporation, Trump replied: “Oh, the Australian — you’re hurting Australia.
“In my opinion, you are hurting Australia very much right now, and they want to get along with me.
“You know, your leader is coming over to see me very soon. I’m going to tell him about you. You set a very bad tone.”
When Lyons tried to ask Trump a follow-up question, the President replied: “quiet”.
These measures come against the backdrop of President Trump’s escalating battles with the media, ranging from high-profile clashes with late-night hosts to sharp criticism of major networks and publishers. Outlets like Disney and Paramount have faced pressure to mute coverage to avoid political fallout, while others have been directly targeted for challenging the administration.
In that environment, The Guardian’s claim that “news in America can’t publish the whole picture” strikes a chord. By literally inviting New Yorkers to peel back the tape covering its message, the stunt contrasts sharply with the growing number of US outlets forced to navigate government pressure.
