• by Sara Guaglione , March 8, 2018

The New York Times on Thursday introduced a new series of ads as part of its “The Truth Has a Voice” brand campaign — focused on the untold stories of women — in honor of International Women’s Day.

The series brings attention to Times journalists and their work, which gives a platform to women’s issues around the world, and to hold those accountable who try to silence women’s voices.

The ads will span across broadcast, print and digital and will run in paid media and The Times’ platforms.

A new video ad, for example, displays the names of different cities with the lede sentence of Times’ stories on women’s issues, such as: “TEHRAN - Thousands of Iranians took to the streets of the historic city of Isfahan on Wednesday to protest several acid attacks on women.”

The ad then shows the newspaper's articles, displayed on a mobile phone, then displays the messages behind the series of ads: “The truth has a voice, the truth will not be overlooked, the truth connects us.”

Some of the Times editorial featured in “The Truth Has a Voice” series include Mona El-Naggar’s documentary chronicling Saudi Arabia’s first female candidates and Rukmini Callimachi’s investigation revealing systematic sexual abuse of Yazidi women by ISIS.

One of the campaign’s print ads features a photo of El-Naggar and a quote from her reflecting on an interview with an Egyptian woman wanting her social independence. It reads: “I asked one woman why she opened up to me. She said: ‘I needed to talk without being pitied or attacked.’”

Another print ad is focused on the Times’ new "Overlooked" series, which launched today, with 15 obituaries on important women who never received them. The ad references these women with lines like: “The woman who was the first computer programmer. The woman who helped engineer the Brooklyn Bridge.” 

“The Truth Has a Voice” campaign is part of the Times’ “The Truth is Hard,” which was the media company’s first brand campaign in a decade and debuted during last year's Oscars. It focused on the importance of truth, and the Times’ hard-working journalists and on-the-ground reporting.

The first ads in “The Truth Has a Voice” series ran during the Golden Globes this January and highlighted the Times’ coverage on sexual harassment, with a “He Said, She Said” ad.