THE TRUTH IS HARD TO FIND
Press freedom has come under greater attack everywhere in the world in recent years. With this campaign, we wanted to champion the incredibly brave New York Times’ reporters around the globe, and show readers how hard they actually work to bring us the hard truth. We partnered with Oscar-nominated director Darren Aronofsky on a series of digital films that feature exclusive and unpublished outtakes and photos taken during different assignments, alongside interviews with the journalists around the world. After our campaign, the New York Times added more than 300,000 digital subscriptions, more than any other quarter in its history.
“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.”
Three of the six New York Times journalist we interviewed from the films talking about the campaign at a New York Times press conference. From left to right: Meredith Kohut, Bryan Denton, Daniel Berehulak.