Furlined's Daniel Lindsay and TJ Martin highlight the time and commitment that proper journalism takes
In a time when the truth is being twisted, bent and sometimes forgotten, Droga5 is showing how The New York Times brings the truth back to readers across the world. This led to the development of the 'The Truth Is Worth It', a campaign that looks to bring to light the danger, bravery, perseverance and determination that it takes to be a New York Times journalist and ultimately how that helps people better understand the world.
'The Truth Is Worth It', ads are the latest in The Times’s 'The Truth Is Hard' brand campaign series, which aims to show that original, independent journalism requires resources, time and commitment, and that subscribing to The Times is crucial in that effort.
There are New York Times journalists out there doing everything it takes to get the story and bring back the truth to help me understand the world - the subscription and the truth are worth it.
The first two in a series of upcoming films feature recent consequential scoops from Times reporters, including the persistent work of national immigration reporter Caitlin Dickerson, who was the first to report that migrant children were being separated from their parents at U.S. borders earlier this year; and David Barstow, Susanne Craig and Ross Buettner’s bombshell investigation into President Trump’s dubious tax schemes.
The creative displays the dedication, rigour and time reporters like Caitlin and so many others at The Times commit to in their pursuit of truth and holding power to account. The Trump’s Taxes ad shows how various public records led Times reporters to sources and more than 100,000 unseen documents over the course of the 18-month investigation. The immigration ad takes the viewer through the journey of Caitlin’s news gathering process - from her conversations with shelter owners verifying family separation in the face of repeated denials from government to fact-checking claims, to the final published story.
The brand campaign comes at a time when anti-press rhetoric is on the rise and news organisations, particularly at the local level, are depleting. As a result, we looked to bring this to life with range of stories and processes - showing that, no matter the subject, no matter the story, The New York Times chases the truth with the same rigour and integrity.