Free to be... The Challenge The CW was created from the merger of The WB and UPN. Our challenge was to bridge the audience and programming of these two distinct networks. The one constant was the broader demo – young adults between the ages of 18 to 34. Our Solution Our approach was to embrace the diversity and make it a positive. We established the position: The CW celebrates individuality, ideals and aspirations. The position created a context for the two unique networks to share a unified platform. It also taps into some interesting cultural parallels with today’s young adult audience who place some serious value on their independence, individuality and self-expression. This is evidenced in the ever-growing popularity of web soapboxes such as personal blogs, web pages, My Space and You Tube. We also see it in our fashion trends where distinguishing oneself through accessories, trunk sale purchases and custom cell phone rings is a way of life. A reoccurring design icon of The CW is a graphic representation of a thumbprint. The symbol is meant to be an iconic visual representation of independence and self-expression.