The Truth is Worth It
Print and Digital-Print Media
New York Times
2018
Bronx, Brooklyn, Manhattan, Queens, Staten Island, NY, USA
Opportunity
Over the past years, news media, in general, had been facing extreme issues with credibility and interest with subscriber rates dropping frequently. The NYT wanted to show that “independent journalism requires resources, time, and commitment, and that subscribing is crucial in that effort” 2. They wanted readers to understand the tangible effects of their reporting. They wanted potential consumers to understand that subscribing is worth it because journalism creates change.
Solution
Throughout multiple cities in New York, interactive storefronts with an audio component that bring real articles to life. These storefronts show the journalism and the results of that reporting within topics such as racial inequalities, injustices in legal systems, and many more.
Activation Breakdown
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QR codes tied to podcast recordings with journalists who walk through their experiences and trials in reporting relevant and important stories.
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Ad from Droga5 called “The Truth is Worth It”
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Partnerships with design agencies and museums
Results
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People being able to listen and understand the results of good journalism.
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Increased subscribers.
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Increased trust and positive perceptions of the brand.
Takeaway
The New York Times was coming from a low-point and needed to increase positive perception and trust to increase subscription rates. In order to do this, it was smart to show that the company itself helps real people, including viewers on extremely important topics. It serves them well that they could show their results and get people to understand that these outcomes won’t happen without help. This activation was successful because it was about the brand’s outcomes, journalists, the work that goes into the reports, and about understanding the role consumers play in this, rather than focusing on the brand itself.
In Action
1 Diaz, A. (2019, June 10). The New York Times’ The Truth is Worth it Campaign Expands to Installations All Over New York City. AdAge. https://adage.com/creativity/work/new-york-times-truth-local/2176711
2 Barstow, D. et al. (2018, October 2) The New York Times Shows Why the Truth is Worth it” Droga5. https://droga5.com/work/the-new-york-times-truth-is-worth-it/