The Guardian is known for showing the whole picture of an issue, no matter how provocative. To increase The Guardian’s reach in the US, we decided to present both sides of an argument around the controversial issues of gun control, women in combat and internet privacy. Two-sided OOH posters contained both pro and con images along with headline statements. Viewers were invited to take a picture of the side they supported and post it to #VoiceYourView on Instagram. An accompanying site pulled in the results live from Instagram and presented deeper reading on each topic.