Campaign Says Emjois Can’t Replace Powerful Journalism

Campaign Says Emjois Can’t Replace Powerful Journalism

A new print campaign by UK trade body Newsworks is using powerful news images to highlight that complex news journalism can’t be done with just your simple emoji.

Britain’s Newsworks (think ThinkTV in Australia) is using the campaign to highlight the power of newspaper journalism in the age of fake news, tweets and emojis.


The campaign, titled “It’s time to get real”, is the work of creative agency Gravity Road and includes a print campaign for newspapers as well as for OOH. The ads come with the strapline: “Newspaper brands provide a context you can trust. Be part of it.”


Commenting on the campaign, Newsworks’ CEO, Vanessa Clifford, said: “From political upheaval, to war zones, to terrorist atrocities, the current news landscape needs newsbrands to delve into the details behind the headlines and make sense of the complexity.

“At their heart, newspapers have always been great storytellers. Their journalists have the ability to convey the humanity and emotion and provide the analysis we need to get the full-picture.”

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