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The New York Times Launches Local 'Truth Is Worth It' Campaign to Cover NYC Issues

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Storefront installations from Local Projects and a TV ad from Droga5 shows commitment to covering New York as local reporting faces crisis

The New York Times Launches Local 'Truth Is Worth It' Campaign to Cover NYC Issues
The New York Times is demonstrating its commitment to its hometown of New York City through a series of journalism installations housed in storefronts throughout the five boroughs, a new ad that showcases its rigorous reporting on the M.T.A. and a new Local Edition Collection of merchandise from The New York Times Store. Local Projects spearheads the campaign alongside The New York Times with storefront installations whilst Droga5 provides a new film. The newspaper's 'The Truth Is Local' campaign aims to show that The Times has been covering issues that have affected New Yorkers for nearly 170 years, and that they should subscribe to help support its reporting.

The campaign coincides with The Times investing even more in local journalism as of late. Metro editor Cliff Levy just last month announced the creation of a new Metro investigative unit, on the heels of the desk’s two-part bombshell into the collapse of the city’s taxi industry.


From June 10 through later this month, The Times invites New Yorkers to:

Experience The Times’s Impact in Their Neighborhood:

Local reporting brought to life through installations in vacant storefronts will include:

-    Bringing justice to Brooklyn: Frances Robles spent months revealing how a well-known homicide detective and the district attorney’s office used fake confessions, discredited witnesses and other tactics to put innocent men behind bars. The investigation, which began with “Review of 50 Brooklyn Murder Cases Ordered,” written with N.R. Kleinfield, led to the ouster of the district attorney and, over the next few years, the overturning of about a dozen murder convictions.

This installation, located at 400 Atlantic Avenue, reveals an endless New York jail cell. As viewers spend time at the storefront, lights symbolize the freeing of the innocent.




-    Exposing educational inequality in the Bronx: Eliza Shapiro has conducted dozens of on-the-ground interviews and visited schools and facilities all over the city to uncover the most complete statistics on school enrollment for her stories on city education, including her latest, “How New York’s Elite Public Schools Lost Their Black and Hispanic Students.”

This installation, located at 305 East Kingsbridge Road, puts viewers into the shoes of Bronx students who don’t have access to equal educational opportunities and resources.



-    Investigating reckless lending in Manhattan: The Times uncovered that reckless lending, extortionate taxi medallion prices and undue pressure on drivers pushed city taxi drivers into devastating debts. During 10 months of reporting, Brian M. Rosenthal interviewed more than 400 people, created a database of all medallion sales since 1995 and studied thousands of financial documents for his stories “‘They Were Conned’: How Reckless Loans Devastated a Generation of Taxi Drivers” and “As Thousands of Taxi Drivers Were Trapped in Loans, Top Officials Counted the Money.”

The installation, located at 227 West 29 Street, offers an angled point of view on a lone taxi moving down a dark, vacant and constricted one-way street.

-    Honoring the life and death of a Queens woman: After Dan Barry spotted a newspaper headline crassly summarising a woman’s death during a police sting operation, he and Jeffrey E. Singer spent nearly a year uncovering her story. They delved into Song Yang’s life and death, immersing themselves into 40th Road — where she had worked as a massage parlor worker. In their story, “The Case of Jane Doe Ponytail,” they revealed the exploitative world of massage parlors, the dreams and struggles of recently arrived immigrants and the fullness of Song Yang’s life.

In this installation, located at 135-01 Northern Boulevard, neon signs cling to buildings to mimic Flushing’s 40th Road from one angle, and from the other, they cohere into a butterfly — manifesting one of the story subject’s favorite images.



-    Unearthing Staten Island’s lost history: After suffering through the long commute from Staten Island to Manhattan and learning of a long-abandoned subway tunnel intended to connect Staten Island and Brooklyn, Amisha Padnani launched into two years of extensive research. Stonewalled by the M.T.A., she cobbled together the story of how this subway project failed — and how its absence shaped Staten Island today — for her story “A Subway to Staten Island? How a Transit Dream Died.”

This installation, located at 49 Victory Boulevard, invites passersby to peer into the subway tunnel that never made its way to them.



Visitors to all the installations can immerse themselves in the stories by using their phones to scan a QR code to access audio clips featuring the journalists’ reporting journeys.

Experience The Times’s Journalistic Process: The television ad, which will air on linear, streaming and online, highlights Emma G. Fitzsimmons’s, Brian M. Rosenthal’s and Michael LaForgia’s reporting on the M.T.A. that revealed how city and state officials consistently steered money away from the overburdened and aging system, even as its needs grew.

Understand the “Times” in Times Square: The Times will take over a billboard in the neighborhood that was named after it. The billboard, erected on the building that served as The Times’s headquarters for 94 years at 229 West 43rd Street, will read, “The Truth Is Local. The Truth Is Worth It.”

Represent Their Hometown News Source: The Times Store is celebrating its fact-based journalism and paying tribute to the city itself with its Local Edition Collection. The products, which were created with local suppliers and retrace the city’s rich history, include T-shirts, tote bags, hats and buttons.

Support Local Journalism: Throughout the week of June 10, a special section featuring a guide to summer in the city will be handed out nearby the storefront installations including a special $2-a-week home delivery offer for new subscribers.

Learn more by visiting here.
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Client

Advertiser: The New York Times

EVP: Meredith Kopit (Chief Operating Officer)

Chief Marketing Officer: David Rubin

SVP Marketing: Amy Weisenbach

Brand Strategist: Iain Newton, Sabena Gupta (Director, Brand Strategy)

Executive Creative Director: Laura Forde (Marketing)

Executive Director: Janis Huang (Media Strategy)

Senior Manager: Peter Lauer (Media Strategy), Holly Harnisch (Integrated Marketing)

Creative Director: Stina Smith

Media Strategist: Patrick McGuire (Media Strategy Manager)

Producer: Matt Lewkowicz (Audio Producer, Marketing)

Photo Editor: Aaron Tejada

Senior Writer: Taylor Gandossy (Brand)

Insights Director: Brenna King Schleifer (Brand & Media Insights Director)

Senior Project Manager: Blair Ecton

Head of Writing: Susan Wessling

Senior Designer: Monina Velarde

Specialist: Dash Turner (Verbal Identity)

Head of Photo and Art Buying: Brenda Hutchings

Communications Advisor: Linda Zebian (CorpComms)

Post Production / VFX

Post Production Company: Significant Others

Producer: Alek Rost, Kyra Hendricks (Significant Others), Alexandra Lubrano (Company 3)

Colourist: Tom Poole (Senior), Sophie Borup (Company 3)

Animator: Phil Brooks (Significant Others)

Creative Director: Dirk Greene (Significant Others)

VFX Artist: Betty Cameron, Jenna DeAngelis (Significant Others)

Colour Company: Company 3

Sound

Sound Company: Wave Studios NY

Sound Design & Mix: Aaron Reynolds, Ed Downham

Executive Producer: Vicky Ferraro

Other

Design Agency: Local Projects (Storefronts)

Art Director: Duy Pham

Creative Director: Chris Fung (Director of Motion Design)

Project Manager: Charlotte Harris

Content Developer: Andrea Worby

Director of Physical Design: Anthony Dong

Physical Designer: Vibha Agarwala, Nima Vakili (Senior)

Senior Visual Experience Designer: Anthony Roy

Creative Agency

Creative Agency: Droga5 NY

Chief Creative Officer: Neil Heymann

Executive Creative Director: Tim Gordon

Copywriter: Chase Kimball

Creative Chairman: David Droga

Group Creative Director: Laurie Howell, Toby Treyer-Evans

Junior Copywriter: Ben Brown

Junior Art Director: Jackie Moran

Design director: Nate Moore

Designer: Eli Hochberg

Chief Creation Officer: Sally-Ann Dale

Director of Film Production: Jesse Brihn, Ruben Mercadal (Associate)

Senior Producer, Film: Topher Cochrane, Brandon Chen

Associate Producer, Film: Holly Schussler

Music Supervisor: Mike Ladman

Director of Business Affairs: Jocelyn Howard

Senior Business Affairs Manager: Whitney Vose

Global Chief Strategy Officer: Jonny Bauer

Head of Strategy: Harry Román-Torres

Strategy Director: Nick Maschmeyer

Head of Communications Strategy: Dean Challis

Group Communications Strategy Director: Samantha Deevy

Senior Communications Strategist: Jay Potash

Data Strategy Director: Ryan Miller

Group Account Directors: Courtney Russell

Account Director: Ola Abayomi

Account Manager: Tehjal Suri

Senior Project Manager: Caroline Kosse

Junior Project Manager: Amanda Cohen

Production Company

Production Company: Furlined

Director: Daniel Lindsay and TJ Martin

Executive Producer: Ben Davies (Director of Development), David Thorne

President: Diane McArter

Music

Composer: Danny Bensi & Saunder Jurriaans

Offline

Edit Company: Final Cut

Editor: Jim Helton

Edit Assistant: Chris Rizzo, Sophie Solomon, Alyce Muhammed

Producer: Lareysa Smith

Executive Producer: Sarah Roebuck

Head of Production: Penny Ensley

Genres: Documentary, Storytelling

Categories: Media and Entertainment, Newspapers

Droga5 New York, Wed, 12 Jun 2019 16:09:57 GMT