• by Fern Siegel , October 31, 2025

The world is flooded with misinformation — while Reuters champions accurate news. The news org has more than 2,600 journalists reporting from 200 locations worldwide. 

“Pure News, Straight from the Source”  by Brandtech’s Gravity Road positions Reuters, which boasts a 175-year-old history as a trusted news source that separates fact from fiction. The OOH and digital work launches throughout the U.S.

The channel strategy and execution is led by StrawberryFrog Media. It focuses on how people in New York, San Francisco and Washington, D.C. experience the Reuters brand.

The spot, which combines cinematic Generative AI with original Reuters footage, is directed by Ivan Bird, known for his cinematography work on "Sexy Beast." It notes that in an era of disinformation and false imagery, verified news sources such as Reuters are critical.

According to the 2025 Reuters Institute Digital News Report, more than half of global respondents worry about whether the news they see online is real or fake. That concern is particularly high in the U.S., where nearly three-quarters (73%) of respondents share these concerns.

"In an era of information overload and growing skepticism about media, Reuters stands as a beacon," said Paul Bascobert, Reuters president. "Our mission has never been more critical — to deliver facts and rigorous analysis and to shed light on the truth without fear or favor."

Gravity Road CEO Mark Eaves adds: “We scrutinize the sources of the food and drink we consume — where we demand transparency, traceability and purity. So why should we be less concerned with the sources of the news we intake? As misinformation takes on ever more convincing forms through AI, this campaign reasserts Reuters’ primacy as part of a healthy news diet.”