What's Happening?
In 2018, The New York Times, in collaboration with Droga5, launched a campaign that visualized the meticulous process of journalism. Building on the earlier 'The Truth Is Hard' campaign, this initiative translated investigative reporting into a sensory
experience through outdoor and film executions. The campaign featured fragmented headlines and the sound of keystrokes, illustrating the construction of stories about refugees, political corruption, and environmental crises. The outdoor creative used evolving headlines to mirror the reporting process, emphasizing that truth is earned through diligent verification and is worth paying for.
Why It's Important?
This campaign underscores the critical role of journalism in society, particularly in an era of misinformation and rapid news cycles. By highlighting the painstaking process behind verified facts, The New York Times reinforces the value of credible journalism and the importance of supporting media outlets that prioritize truth. The campaign serves as a reminder of the challenges journalists face in uncovering and reporting the truth, and it encourages audiences to appreciate and invest in quality journalism. This initiative can influence public perception and support for journalistic endeavors, potentially impacting media consumption habits.
