The New York Times has launched a campaign that depicts the intense process of producing good quality journalism. To assuage anxieties about media trustworthiness, the ad shows how good reporting can be both factual and gripping, rather than emotionally exploitative. We explore the insights behind the ad and understand how the campaign is rallying against misinformation.
Produced by creative agency Droga5, the 'Truth is Worth It' campaign comprises a series of videos detailing the editorial process at the Times. From reporter Caitlin Dickerson’s piece on migrant children being separated from their parents at the US border to David Barstow, Susanne Craig and Ross Buettner’s investigation into President Trump’s tax schemes, the spots underline the publication's diligent and meticulous journalistic process.
The New York Times’ campaign addresses people’s complicated relationship with truth and the media. In the wake of the fake news epidemic and the ensuing trust implosion, news publications have been fighting to re-establish their value. The Times’ ads take an interesting approach to this. While they explicitly emphasize the value of truth, facts, and informational integrity – both in the name of the campaign and in the journalistic process – the videos highlight the emotional aspect of news gathering. In doing so, the newspaper recognizes that truth alone might not be compelling enough to push people past a paywall, showing prospective readers that they can have good journalism and content that resonates with them emotionally.
Mira Kopolovic is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. She has a Master’s degree in creative industries, which focused on artist-brand collaborations, and spends her spare time poring over dystopian literature.
