NYT // The Truth Has a Voice
With the 2018 evolution of the Truth campaign, we set out to validate that, when there is an inflection point in culture that intersects with Times values, we can punch above media spend and create demand.
On the heels of a bombshell investigation that reignited the #MeToo movement, we shined a light on our relentless pursuit to hold the powerful to account, without fear or favor. The campaign launched at the Golden Globes, the first major gathering of Hollywood following the report, continued through the weekend of the Women’s March and was bookended on International Women’s Day with a look at the state of women’s issues around the world.
As the nation tuned in for the Super Bowl and Winter Olympics, we reminded readers of how our reporting changed the rules. Our journalists, despite threats of lawsuits or attempted suppression of the facts, pressed on to expose the pervasiveness of concussions in the NFL and Russia’s elaborate cheating scheme.
We put our report in the spotlight, turned headlines and ledes into commercials and featured the investigative journalists behind the byline. The work surpassed primarily campaign targets and proved the correlation between attitudinal shifts and propensity to subscribe with a sustained 3% increase in key engagement metrics among those exposed.