Earlier in April, the UK’s Channel 4 News soft launched “4NewsWall”, a site on Tumblr that displays stories using animated GIFs and is aimed at 16-34 year-olds, the Guardian reports. The site was created in-house team 4Creative, working with Channel 4 News producer ITN. The wall features several appearances from John Snow, the Channel 4 newsreader.

The project is led by 4Creative’s Stacey Bird and Jack Croft, who said, “Creating a GIF for a serious news story has been a very tricky learning curve – the tone of voice is crucial. Between the copy and the GIF itself we try to work in unison to create a news GIF that represents the feisty spirit of Channel 4 News and that will appeal to a younger, more distracted audience.

This is the latest attempt by a traditional media organisation to use social media to reach more youngsters. The Sun newspaper launched Sunnation and TV programme Sky News launched Biffed in March. Both offer a less serious take on news ahead of the election.