News & Opinion

The New York Times is awarded for 'Truth Is Hard' campaign

The New York Times wins INMA's top Global News Media award this week for its campaign against fake news.

The New York Times' multi-media campaign, 'Truth Is Hard', won the coveted 'Best in Show' prize at the INMA Global Media Awards.

The campaign was released in response to an increasingly tense political climate with constant talk of fake news by President Donald Trump. It aims to champion newspapers, their role in democracy and highlight the huge amount of resource that goes into providing readers with independent and reliable journalism.

"In a world of fake news and misinformation, we wanted to reinforce The New York Times was going to stand for truth," the INMA award entry stated. "We wanted to cut through with an elegant reminder that the truth and independent journalism are more important now than ever. We also wanted to communicate that The New York Times was a trusted source in a time when the concept of truth is up for debate."

As well as a full page cover wrap of The New York Times' Saturday edition, the campaign featured out of home, social, TV and digital activity. A bespoke version of the spot ran during the Oscars, which resulted in it being the most talked about and searched for brand during the event.

The campaign increased The New York Times' subscriber base by 100% versus the previous six weeks in just 24 hours. February 2018 was the single biggest month for subscriptions since the title introduced a paywall.

The 'Truth Is Hard' campaign received 20 million views across YouTube, Facebook and Twitter, and with 648 articles and TV segments generated it enjoyed 753 million impressions and more than $7 million (US) in earned media value.

In March, the title released a new execution to support International Women's Day. It features excerpts written by New York Times reporters around the world and continues the momentum with a simple but powerful message: "The Truth Has A Voice".

'Shining a Light on Women's Rights' was created by advertising agency Droga5 and comes after The New York Times exposed Harvey Weinstein last October. It aims to complement an ad that aired during the Golden Globes in January, which highlighted the The New York Times' contribution towards the international discussion around sexual assualt and harassment.

Source: INMA

by Liz Jaques 06/06/18

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