NYT focusses on headlines to extend The Truth Is Essential campaign

The Truth Is Essential focusses on The New York Times' coverage of COVID-19 and how access to credible information is essential in times like these.

Against the backdrop of the ongoing global pandemic and the upcoming US Presidential Elections, The New York Times is positioning itself as an essential voice of truth. Earlier, the publication had launched The Truth Is Essential " target="_blank">campaign to push for more subscriptions to ensure the supply of journalistic stories.

They are trying to highlight the importance of credible information in the face of all the misinformation related to COVID-19. Now, they have extended the campaign with a new ad film titled Life Needs Truth.

Also Read: Understanding Hindustan Times social media strategy

The video focusses on the headlines of the recent stories journalists have written for the publication in connection to COVID-19 and its impact, big and small, on people and their everyday lives. It focusses on the importance of credible and verified information and why people should pay for subscriptions to keep the work going.

"We are in a moment of uncertainty and upheaval. Our journalism helps us understand what’s happening and how to get through it," the paper says while launching their new 2 minutes 20 seconds ad film. Made by Droga5, the film features a track from Makaya McCraven.