Brand: The New York Times
Brand owner: The New York Times
Lead agency: Droga5, UNESCO
Country: North America
Media channels: Online display, Online video, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Television
Budget: Up to 500k
By early 2018, it had become increasingly clear that journalism was under attack at home and around the world. Politicians, organisations and governments seeking to manipulate the news for their own agendas have left us more divided than ever and have driven us to seek news sources in which our world views are reinforced and never challenged.
UNESCO, a leading organisation promoting international discourse, needed a way to show a global audience the necessity of a functioning free press that provides diverse, factual reporting. Droga5 and The New York Times worked with UNESCO to form a first-of-its-kind coalition between competitive news sources that would come together on a single day – the UN-sponsored World Press Freedom Day – to hero the importance of consuming a diverse range of news.