SMH and The Age campaign ‘a rallying cry for reason’
An outdoor example of the new Age/SMH campaign
Nine Entertainment’s The Age and The Sydney Morning Herald have rolled out a subscriber and brand campaign under the banner, “Here’s to reason”.
The campaign was designed to reinforce the newspapers’ stance as credible sources in a climate of misinformation. “Here’s to reason” comes in two iterations — one for Sydney and the other for Melbourne — to cater to the different mastheads and markets.
Publicis Groupe-owned advertising agency Publicis Worldwide Australia helped develop the platform.
It feels like a weak position to take in the face of how extreme and divided consumers of information on both sides of the political spectrum have become.
This would have been a great opportunity for them to talk about what is right, what is factual, and what is real, rather than what is ‘reasonable’.
But that might have been overplaying their hand unless you’re talking about stories about private schools or sandwiches.