VIDEO: Local weekly papers are With You All the Way

Local weekly papers are With You All the Way. That's the message of a multimedia promotional campaign mounted throughout the UK by the Weekly lndependent Newspaper Association (WINA).

The aim is to reinforce awareness of the involvement the country's 930 weekly newspapers, like the Advertiser and Express, have in the wellbeing of their local communities and the role the local weekly newspaper plays as a focal point of community life.

A TV campaign with a 30 second commercial will be backed up by a 90 second extended version of the advert featured on all weekly newspaper websites.

Using animation, the advert brings to life the interaction between a central character named Ray, his local community and his local weekly newspaper.

Starting shortly after his birth, (reported in the newspaper birth columns); Ray is then seen featuring in a nativity play - as a donkey. A local Newspaper photographer is present.

At a campaign run in the local paper to save a local wood Ray meets his future wife and he later buys a cafe from advertising in his local paper and refurbishes it from services found within the classified columns, culminating in a local 30 year anniversary news piece.

Finally the story turns full circle at a nativity play which includes a performance by Ray's grandson - this time also reported online by his weekly newspaper, and shown on a tablet held by his grandfather.

Watch the video below.