News Corp Australia's state and community mastheads, including The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser, have launched a campaign, We’re for You, putting journalists front and centre.
The campaign celebrates that people follow people, not just brands, underscoring the value of professional reporting by journalists who live and work in communities across Australia.
It marks the start of a long-term program to put faces to journalists' bylines and increase visibility across marketing and subscriber communications.
"Our campaign celebrates real reporting by real journalists and emphasises our commitment to our We're for You brand line," said The Daily Telegraph editor Ben English.
“Every day our journalists cover hospitals, schools, cost-of-living pressures, crime, sport, housing and high-stakes state decisions.
"Audiences can trust us to stand up for them and be their voice when it matters most. The campaign invites readers to get to know the people behind the bylines and why they are committed to bringing them well-sourced, fact-checked news."
State & Communities director, marketing, Bettina Brown said AI-generated content is becoming harder to spot, making it important to see who stands behind a story.
"AI-generated content is becoming harder to spot, so seeing who stands behind a story matters. By promoting the names and faces of our journalists in the campaign creative, we're helping Australians distinguish professional journalism from generic content," Brown said.
"Our commitment is to our cities, states and readers and our journalists are proud to stand by this daily."
Created with News Corp Australia's in-house creative agency Roller and Today the Brave, the campaign rolls out across each state and is designed to connect with audiences in peak moments throughout their day across digital, print, radio, social, TV and out-of-home.
Credits:
News Corp Australia
Bettina Brown: Director, Marketing, State & Communities
Rochelle Kruhak: Head of Brand & Content, State & Communities
Andrea Hay: Project Manager
Mikaela Buettner: Marketing Manager
Phoebe Wynn-Jones: Marketing Manager
Roller (Print, digital, audio and social assets)
Taylor-Lee Selby: General Manager
Josie Connaghan: Account Executive
Patrik Angyal: Creative Lead
Filming & Content Creation
Gus Chauvet: Creative Content Producer, August Media
Alan Richardson: Stills Photographer
Jeanie Edwards: Executive Producer, Visual Domain
TVC Production & Editing
Today the Brave
Carve & Stitch
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