NYT // The Truth is Hard
For more than 160 years, The Times has pursued quality independent, original journalism. But, in the wake of widespread misinformation dissemination and with trust in media at an all-time low, support for world-class reporting had become more difficult. The New York Times needed to reminded readers of its existential commitment to the pursuit of truth.
The Times’s first broad scale brand campaign debuted during the 2017 Oscars after Sting’s tribute to journalism. With millions watching, we put the iconic institution at the center of a national conversation on the role of a free press and the importance of reporting the facts.
Not only is the truth hard to know but it is also hard to find, and The Times is unsurpassed in its dedication to—and investment in—original, reliable, on-the-ground reporting.
Working with award-winning director Darren Aronofsky, we transported readers to the front lines of the refugee crisis in Greece, of the war in Iraq and of climate change in Alaska through the real photos and audio captured first-hand by our journalists. To maximize the impact of our work, we placed the films in environments relevant to their subjects and boosted them whenever these subjects were trending in the news cycle.
The work earned shining awards from Cannes to the Effies; catalyzed a national dialogue at the highest political levels; and catapulted subscriptions so that Q1 2017 became The Times’s best quarter for subscriber growth ever and, by Q2, we passed two million digital-only subscribers, a first for any news organization.