‘We break the stories you deserve to know’, says SMH in new campaign

The Sydney Morning Herald and The Age have launched ‘You Deserve to Know’, a subscriber marketing campaign which aims to show viewers why quality journalism matters and how it helps provoke important conversations.

Nine’s The Age and The SMH aim to build on their ‘Independent Always’ brand platform by showing important stories the papers have covered, including the banking Royal Commission, advertising on the Sydney Opera House and the legalisation of same-sex marriage.

“We break the stories you deserve to know” is the slogan used at the conclusion of the campaign.

The ad, which is rolling out across digital, social, print and on demand, has been created by With Collective and digital agency Slik.

Chris Janz, managing director of publishing at Nine, said in a statement: “The Sydney Morning Herald and The Age have broken countless important stories that have not only shaped the news agenda but created wider discussion and directly led to change.

“We are proud of what The Sydney Morning Herald and The Age have achieved and will continue to achieve, and think it’s important to highlight the value to readers and society that comes from the pursuit of the truth.

“Independent Always’ is part of the DNA of The Sydney Morning Herald and The Age. This new campaign is about demonstrating to our subscribers and readers what that philosophy looks like in practice.”

James Chessell, group executive editor of The Sydney Morning Herald and The Age, said the new ‘You Deserve to Know’ platform allows the papers to “speak and connect with our readers at every part of the subscription journey, and to remind them that our journalism is for them”.

Steve Coll, WiTH Collective’s chief creative officer, added: “It was the bravery of the whole news organisation that struck us most. Just imagine how it must be to take on the most powerful individuals and institutions in this country, and for everyone in the organisation to back the story, whatever the pressure, whatever the cost to the business because we, the public, deserve to know.”


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