The New York Times debuts 'The Truth Takes a Journalist' brand campaign

For the first time, a Times campaign will run on TikTok.

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The New York Times has launched “The Truth Takes a Journalist,” a new brand marketing campaign that highlights some of the 1,700+ Times journalists who have dedicated their lives to helping people understand the world through their coverage.

The campaign features television and streaming, audio spots and digital billboards throughout New York City’s subway stations, as well digital, online video, social media, display and print. The campaign will also run on TikTok, a first for The Times, and will feature first-person, on-the-ground footage shot from Times journalists’ phones.

Amy Weisenbach, senior vice president and head of marketing for The New York Times Company, said: “This campaign celebrates the journalists who create the stories that help our readers understand the world. The focus on the word ‘By’ personalizes who is behind the bylines readers see in The Times every day. These journalists are real people with passion for what they do, and they play a critical role in the pursuit of truth.”

More than 30 Times journalists are featured in the campaign from news and Opinion teams, including reporters, video journalists, editors, Opinion writers, bureau chiefs, photojournalists, graphics directors and many others.

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