The Guardian's Three Little Pigs open journalism ad campaign BBH

So what does open journalism look like? A man dies at the heart of a protest: a reporter wants to discover the truth. A journalist is seeking to contact anyone who can explain how another victim died while being restrained on a plane. A newsroom has to digest 400,000 official documents released simultaneously.

The travel section is searching for a thousand people who know Berlin like the back of their hand. The environment team is seeking to expand the range, authority and depth of their coverage. The foreign desk wants to harness as many Arab voices as possible to help report and explain the spring revolutions.

The sports editor is wondering how best to cover every one of the 32 national football teams in the World Cup. The comment editors would like to broaden the spectrum of debate to include political thinkers scientists, theologians, lawyers … and numerous others in society and around the world whose voice is not always heard.

A city trader in New York realises he's captured on film the moment the police struck a news seller in the middle of a crowd. A woman leaving a theatre is moved to write about her response to the play she's just seen. A dozen scientific bloggers group together to reach a much larger audience. A nurse wants to share her perspective of the NHS changes.

The technology team work out the best way for a newspaper's content to be shared, distributed and connected as easily as possible and build a piece of open software to make it happen. The developers at cutting edge outfits, small and giant, like that: it means they can easily incorporate that output into the platforms, products and devices they are building.

The newspaper is moving beyond a newspaper. Journalists are finding they can give the whole picture better. Over a year the readership grows – a little in print, vastly in digital. Advertisers like it, too.

This is what we mean by open. The newspaper is the Guardian.