World's biggest newsbrands promote each other in press freedom campaign

By John McCarthy | Media editor



Advertising article

May 4, 2018 | 4 min read

Unesco is encouraging media plurality and engaging with different perspectives with an ad campaign running in conjunction with top media titles. It has encouraged viewers to adopt a rich and diverse media diet.

The campaign from Unesco and Droga5 marked #WorldPressFreedomDay on 3 May. Top media outlets were invited to participate in the scheme, this includes CNN, BBC News, the New York Times, The Atlantic, the Financial Times, and more.

The New York Times ran a print ad on Thursday. Furthermore, the Unesco website has a revolving GIF that pushes through the list in a creative manner.

Unesco ads

NYT ad and Unesco site

The site also links through to all the sites it is directing potential readers towards, all in support of strong journalism regardless of the slant.

Meredith Levien, chief operating officer at The New York Times, introduced NYT's spin on the campaign on her Medium page. She made the point: “The more time you spend with rigorous, fair sources of journalism, the more sustainable those news organizations become.

“Hand-wringing and bellyaching doesn’t protect great newspapers — or our democracy. Your eyeballs and dollars do.”

She added: “We’re not the only news organization that does great, important work. Today, we’re asking our audience not just to continue reading The Times; we’re asking them to pick up The Wall Street Journal. Or The Guardian. Or Le Monde. Or watch CNN. Or the BBC. Or listen to NPR. The list goes on.”

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Unesco noted that it has just celebrated the 25th World Press Freedom Day.

Reporters Without Borders also marked the day with creative showing how counterfeit products cause harm - including fake news.


Content created with:

Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print, digital and social, experiential and out-of-home.

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