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“What Matters To You” GBH Unveils New Tagline Placing the Audience at the Center

by | Nov 3, 2022

 Preeminent public media producer GBH unveiled a new tagline: “What Matters To You.” That tagline is now part of the GBH branding, which was updated in 2020 to reflect the public media company’s evolution from its origin as a local broadcaster to the leading multiplatform creator of public media in America.

“This tagline is both a bold declaration that we center the audience in everything we do and a warm invitation for anyone to find a personal connection to GBH,” said GBH President and CEO Jon Abbott. “Our audiences and our community are the reason for public media’s existence. They inspire us to carry it forward, to dive even deeper into our reporting, and fulfill our promise to enrich, inform, and entertain in ways that matter.”

The new tagline will be seen and heard on-air, online, and in a new advertising campaign, featuring both out-of-home and digital ads placed across Greater Boston. The campaign will be featured on billboards, MBTA buses, bus shelters, and bike rideshare stations. In addition, a strong digital advertising campaign will reach audiences on the platforms that matter most to each of them.

“GBH creates and offers so much to love, from history, science and drama series, to children’s programming and classroom teaching resources and media, to music, as well as award-winning journalism that connects the Commonwealth and spans the globe,” said GBH Chief Marketing Officer Tina Cassidy. “Engaging our community is central to our mission and we’re here to listen to them, reflect them, and provide trusted, quality media for every age, mood, interest or mode of consumption – from TV to YouTube to TikTok, radio, podcast or stream.”

The development of the tagline was informed by research completed by City Square Associates, which showed GBH is the most trusted media brand in the market. GBH worked closely with Minelli, Inc., a purpose-oriented brand strategy, experience, and design firm, to create the new tagline.


About GBH

GBH is the leading multiplatform creator for public media in America. As the largest producer of content for PBS and partner to NPR and PRX, GBH delivers compelling experiences, stories and information to audiences wherever they are. GBH produces digital and broadcast programming that engages, illuminates and inspires, through drama and science, history, arts, culture and journalism. It is the creator of such signature programs as MASTERPIECE, ANTIQUES ROADSHOW, FRONTLINE, NOVA, AMERICAN EXPERIENCE, ARTHUR, PINKALICIOUS and MOLLY OF DENALI and a catalog of streaming series, podcasts and on-demand video. GBH’s television channels include GBH 2, GBH 44, GBH Kids and national services WORLD and Create. With studios and a newsroom headquartered in Boston, GBH reaches across New England with GBH 89.7, Boston’s Local NPR; CRB Classical 99.5; and CAI, the Cape and Islands NPR station. Dedicated to making media accessible to and inclusive of our diverse culture, GBH is a pioneer in delivering media to those who are deaf, hard of hearing, blind and visually impaired. GBH creates curriculum-based digital content for educators nationwide with PBS LearningMedia and has been recognized with hundreds of the nation’s premier broadcast, digital and journalism awards. Find more information at gbh.org

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