The NEW YORK TIMES

Research shows few people have faith that today’s journalism is a true reporting of fact versus opinion. This campaign is designed to assure our target that The New York Times’ dedication to journalistic integrity is unwavering.

Copywriter: Korey Goodwin

Art Direction/Design: Lucy Cram

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Employing UV reactive materials, we demonstrated The New York Times’ diligence to telling the full truth.

“Official data shows 1 in 157 airstrikes in Iraq kills civilians. It’s more like 1 in 5.” “There’s always more.”

Occupying the corner of a building, we establish The New York Times’ dedication to communicating full stories.

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Utilizing a die cut, we presented the reader with a visual representation for the official death toll reported by the Puerto Rican government and what the actual toll was.

Cover

“After Hurricane Maria, the official death toll in Puerto Rico was shockingly low.”

Inside

“Maybe because the reported number was shockingly low.”

“Fueled by a story from The New York Times, the Puerto Rican government acknowledged more than 1,400 people died in the wake of Hurricane Maria. Two years later, that number is 2,975.”