NewsMediaWorks reinforces trust in print campaign targeted at agencies and advertisers
NewsMediaWorks is aiming to reinforce quality journalism and combat the issues of mistrust and fake news in media by targeting advertisers and agencies in a print campaign.
Created by Thinkerbell, the print ads consist of a range of executions asserting why trusted journalism is important for advertisers and brands.
One of the print executions
The executions include: “It’s what’s on the other page that makes this space so powerful”, “For why this ad works, see above” and in digital “Surround your brand with articles your customers trust”.
The print ads will be featured in national print, digital and regional titles.
Peter Miller, CEO at NewsMediaWorks, said in a statement: “They say the company you keep defines you, it’s the same for brands and the context within which they choose to be seen. So, if you surround yourself with the truth, you in turn will be trusted. As Australia’s most trusted news media, we’re the ideal place for brands to be seen and believed. The truth builds trust.
“Journalism is what draws readers to our trusted news brands. Close to 14 million every month. It is this environment of trust in the news content that defines our news brands and, in so doing, produces tremendous opportunities for advertisers.”
Adam Ferrier, Thinkerbell founder and consumer psychologist, said the campaign was created based on research which found that only 22% of people trust what they read in social media and newspapers are the most trusted media source for ads.
“What sets news media brands apart from other forms of media is their journalism. Branded messages will appear within context that has been fact checked, proofed, and considered. We wanted to ensure advertisers understand that it’s being seen within this context that is extremely important for brands.”
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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