The New York Times has premiered the next phase of its brand campaign starting with an ad focusing on The Times’s recent sexual harassment investigations which aired during last Sunday night’s broadcast of the Golden Globe Awards.
The campaign, which includes broadcast, as well as print and digital ads that will run in paid media and on its own platforms, is the first in a series of new ads The Times is planning for this year that will focus on its unwavering commitment to original, independent journalism that holds power to account.
The creative for the first ad centers on the messages that “the truth has power, the truth will not be threatened and the truth has a voice,” and draws upon The Times’s acclaimed “The Truth is Hard” campaign that debuted during the Academy Awards last year. That campaign helped spark a global dialogue about the role that journalism plays in uncovering the truth. It was followed by a series of ads that focused on the hard work and sometimes tough conditions Times journalists endure in their pursuit of finding the truth.
A.G. Sulzberger, publisher of The New York Times, said, “The Times spent months investigating sexual harassment claims made against some of the most powerful people in entertainment, business and technology. This groundbreaking work has been called some of the highest impact reporting of our time, prompting rapid reform in those industries and helping spark global movements like #metoo and ‘Times Up.’ The Times will continue to provide our journalists with the time and support they need to hold powerful people to account and pursue the truth without fear or favor.”
The message of the first part of the campaign highlights the key role that Times investigations have played in the social movements and conversation surrounding sexual harassment. Times journalists are responsible for uncovering a number of recent sexual harassment cases, including Jodi Kantor and Megan Twohey’s investigation into allegations against Harvey Weinstein, Emily Steel and Michael Schmidt’s investigation into the allegations against Bill O’Reilly and Joe Coscarelli and Melena Ryzik’s investigation into the allegations against Russell Simmons, among others.