“The Truth is Worth It” in The New York Times’ New Campaign

The New York Times released two new ads for their “The Truth is Worth It” campaign, showing the importance of investigative reporting. The campaign, made with Droga5, gives a glimpse of deeply researched NYT stories through phone calls, notes and drafted headlines.



The first ad “Perseverance” covers Caitlin Dickerson’s article on the number of children separated from their families at the border. The next ad, “Rigor,” shows David Barstow, Susanne Craig and Ross Buettner’s researched and published story on the Trump family tax schemes.



The campaign is edited by Final Cut’s Jim Helton and directed by Furlined Production’s Martin + Lindsay, with graphics and finishing by Significant Others.

Read more about the campaign in Adweek and The Drum.