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The New York Times says ‘The Truth Is Local’ with new campaign


By Taylor Dua | Editorial Intern

June 10, 2019 | 4 min read

After nearly 170 years of daily citywide reporting, The New York Times (NYT) is hitting the streets to demonstrate its devotion to the five boroughs with the campaign ‘The Truth Is Local,’ which features interactive installations of images, headlines and QR codes to access journalists’ audio clips. The goal of the campaign is to highlight the importance of independent journalism and gain support through readership and subscriptions.

The Truth Is Local - New York Times

Brooklyn installation – Photo by Juliana Sohn (c) 2019 The New York Times Company

From 10 June to 24 June, The Times will fill empty storefronts with installations about stories covered by its investigative unit, Metro, to show its dedication to covering the injustices that plague each respective borough, and how holding people accountable has helped to incite change in the community.

For example, the Brooklyn installation – located at 400 Atlantic Avenue – will include an image of an endless New York jail cell to illustrate Frances Robles and N.R. Kleinfield’s ‘Review of 50 Brooklyn Murder Cases Ordered’: an exposé on the district attorney’s office that was responsible for the imprisonment of innocent men by way of fake confessions and discredited witnesses, among other tactics. This story helped to get approximately 12 wrongful murder convictions overturned.

The other exhibits include stories that cover topics such as educational inequalities and poverty (Bronx), corruption and extortion (Manhattan), immigrant exploitation (Queens) and even an abandoned subway tunnel (Staten Island).

Beyond just the results, though, The Times offers New Yorkers the opportunity to get a glimpse at what reporters’ newsgathering processes are like, and just how much goes into each story. Through a 30-second television ad that follows journalists Emma G. Fitzgerald, Brian M. Rosenthal and Michael LaForgia, viewers can see the journey the three underwent to uncover governmental neglect of the MTA in spite of its needs.

Along with these two initiatives, the newspaper is upping its visibility by adding a billboard in Times Square that will read, “The Truth Is Local. The Truth Is Worth It,” as well as launching a new line of merchandise called the Local Edition Collection. Products include T-shirts, tote bags, hats and pins in black with simple white Georgia font lettering.

Throughout the first week of its installation, each site will provide guides to navigating the city.

See the work by clicking on the Creative Works box below.

The New York Times: The Truth is Local

By The New York Times

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