The truth may be hard to find or hard to know but now it’s more important now than ever, according to the New York Times new campaign by advertising agency Droga5. The campaign includes national and local television, digital, social media, outdoor and print advertising. The campaign also includes a new ad set on Sunday, Feb. 26, during the Oscars on ABC.
“There is a national dialogue occurring about the importance of facts and the truth, and the role that quality, independent, original journalism plays in that,” stated a spokesperson for the Times. “The Oscars being a broad showcase was a perfect platform to further that dialog and discussion, and the role that Times journalism plays in it.”
This will be the first television advertising the Times has done since 2010 and its first brand-focused television ad in a decade.
“Our research showed that not enough people understand what it takes to do quality, original reporting,” the spokesperson told DIVERGE. “And, once they do understand it, they are much more likely to pay for it.”
“This campaign is a first salvo in communicating that, and in furthering the national dialog about how one gets to the truth,” she added. “This is more about helping our readers understand what it takes to do quality, independent journalism and that our journalist work tirelessly, often going to remote and unsafe places, to seek the truth.”
According to the spokesperson, the message they want to get across is simple:
“To communicate that The Times believes that facts matter; that producing high quality independent journalism is hard; and that supporting that kind of journalism is important.”
To help the Times with their mission, people can subscribe to the times, support by sponsoring a subscription for their student program and share the video and the conversation about the importance of quality, independent, original journalism.