The New York Times

Truth, it's hard to know these days.

In the age of technology, one would assume that the truth is more accessible to us than ever. And yes, though accessible, it has become hard to know what the truth really is! Thanks to fake news, thanks to alternative facts, thanks to the million opinions on any given topic spread across the internet...

This is where Droga5 comes in to help The New York Times get down to the insight that truth is the ultimate reality and the pursuit of truth is worth fighting for.  Faith in conventional media in regard to its communication of 'The Truth' has been eroding, more people (specifically millennials) are choosing to look elsewhere to find the truth - often on the internet or other non-traditional outlets. The problem is these outlets are often filled with mere opinions and in some cases, outright lies. This is exactly why 'The truth is more important now than ever'.

This is a brilliant campaign aimed at restoring people's faith in The New York Times' content. The key strength of this campaign is that it has nailed the insight behind why people don't necessarily go to it seeking the truth. Now, it is on the right track to target these individuals with the right message. 'The Truth is Hard. The Truth is Hard to Find. The Truth is Hard to Know' - this we can all agree on.

I also like that the ad doesn't necessarily take a political stand - this means that it is tapping into a bigger market by not alienating any section of society (although, people are so sensitive these days, you never really know for sure!). It asserts the importance of independent journalism and credible media in this day and age.