NEW YORK, NY — April 21, 2017 — The New York Times today announced that it would introduce the next wave of ads from its “The Truth is Hard” brand campaign. The ads showcase the hard work and at times tough conditions that Times journalists endure in order to help readers understand the world, and encourage the support of independent journalism.
The ads, which focus on the key message, “The Truth is Hard to Find,” include four films directed by American director Darren Aronofsky. The films demonstrate the dedication of Times journalists to go to where the story is, even to the most dangerous places on earth. They will run on national television and online over the course of the next week. A version of the campaign will also run in print editions of The New York Times.
Arthur Sulzberger, Jr., the publisher of The New York Times said, “Fact-based, independent journalism is perhaps a more dangerous job now than it has ever has been, and it is also more important now than it has ever been. The Times has never shied away from conflict; whether war zones, authoritative governments, epidemics or disasters—we know that to tell the story right, we have to be there.”
The films focus on critical stories that have been covered extensively by Times journalists, often under the harshest of conditions. They will be released beginning April 21 and throughout the following week, and include:
- Refugees and immigration — Featuring staff photographer Tyler Hicks and his work from an assignment documenting refugees in Lesbos, Greece.
- War and terrorism — Featuring contributing photographer Bryan Denton and his work from an assignment covering ISIS in Mosul, Iraq.
- The effects of health epidemics — Featuring contributor Daniel Berehulak and his work documenting Ebola in West Africa.
- Economic hardship and infectious disease — Featuring Andes bureau chief Nicholas Casey and contributing photographer Meridith Kohut, and their work documenting the effects of economic downfall in Venezuela.
The objective of the central message of the ads, “The Truth is…Hard …Hard to find …Worth Pursuing,” is to show that producing quality, independent journalism requires resources, commitment and expertise and that it’s important that people support it. The campaign is in direct response to research administered by The Times that suggested that some people are not fully aware of how Times journalism is created. Specifically, the research found that some people don’t realize all that goes into having reporters out in the field, in hard-to-reach places, covering complex topics.
Darren Aronofsky added, “Photojournalists risk their safety, their minds and often their lives in order to capture what is really happening in the most tumultuous parts of the world. They rush face first into war, disease and human plight to capture the horrors that are unfolding on and to our planet. Many of their images end up changing us and how we treat each other. Instead of being maligned and mistrusted, journalists should be respected and thanked. For me, it was an honor to speak with them about their methods and some of their toughest assignments. I hope the commercials pay tribute to the important work these men and women have done and continue to do.”
The films follow on the heels of the acclaimed “The Truth is Hard” ad that debuted during the Academy Awards on Feb. 26, which was, at the time, the first television advertising The Times has done since 2010 and its first brand-focused television ad in a decade.