In today’s world, there is no definite source for obtaining news. There is social media, word of mouth and even different blog sites who all have an influence on who news is shared. Due to this, it has gotten harder for consumers to distinguish between news that is fact or opinion. In Collaboration with the New York Times, we have created an organization system that helps increase new literacy.
Icons
We started with icons. These icons help to label different forms of news by fact, opinion, sponsored and news analysis.
Website and App
The campaign begins with the icons showing up on The New York Times’ website and app. It shows that they are not afraid of being exposed as they know the accuracy of their content.
Emoticon Keyboard
The same time the icons appear on their website and app, they also show up on your emoji keyboard. This allows consumers to label what they think is fact or opinion. We wanted things to be disruptive and bold so these random icons would raise questions.
Stencils
Away from the digital world, we raised awareness, by placing a colored stencil of the “T” from the New York Time’s black logo. The colors in the “T” represent each colored of the icons.
Print Ads
In print we wanted to show some method to madness. Every print ad explains what each icon means helping consumers to use them correctly.