Fairfax: You Deserve to Know

Australians don’t see how valuable the news is. They think it’s a public service, so supporting it doesn’t fill them with a sense of pride.

Working in collaboration with The Sydney Morning Herald and The Age, ‘You deserve to know’ was launched as the new brand platform. Because independence and the truth are worth paying for, this speaks to the power and value of quality journalism as bold statements brought to life by highlighting important public-interest stories broken by The Age and The Herald, all of which have made a positive impact to the lives of everyday Australians.

The work has been amplified through the line to readers and subscribers, all driving to the campaign’s microsite. Here, people can discover more about each story, digging deeper into case timelines and reporting processes, helping them understand the importance of investigative journalism and the progressive impact it has on Australia.

The campaign was rolled out across print, digital display, outdoor, broadcast video on demand, cinema and social media.

“The Herald and The Age have a highly engaged, loyal audience and ‘You Deserve To Know’ is about connecting them further with our journalism and what happens as a consequence of the news-breaking the editorial team does daily,” The Sydney Morning Herald and The Age group executive editor James Chessell said.

“’You Deserve To Know’ is the perfect platform for us to speak and connect with our readers at every part of the subscription journey, and to remind them that our journalism is for them.”