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Reading: Campaign: SMH And The Age Celebrate Independent Journalism
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B&T > Advertising > Campaign: SMH And The Age Celebrate Independent Journalism
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Campaign: SMH And The Age Celebrate Independent Journalism

Rochelle Burbury
Published on: 3rd November 2014 at 10:55 AM
Rochelle Burbury
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Fairfax Media’s The Sydney Morning Herald and The Age have launched a new brand campaign featuring several high profile journalists expressing their dedication to independent, quality journalism.

The campaign focuses on the importance of independent journalism and uses the brands’ positioning “Independent. Always.” and the tag line “Our passion for truth means you always know what’s really going on.”

The brand campaign will include print, cinema, outdoor, radio, digital and social media executions and a microsite featuring the journalists’ films at smh.com.au/independentalways and theage.com.au/independentalways.

http://youtu.be/lVOoJXW7U2A?list=PLrLulycax35-9WSH0keC8M7MUEZNg2_ua

In one of the ads, The Sydney Morning Herald Walkley-award winning investigative journalist Kate McClymont says: “There will always be evil, and it’s our job not to turn away.” In another, The Age’s investigative team Nick McKenzie and Richard Baker said: “We shine a light in dark places.”

Other journalists featured in the first phase of the campaign include Peter FitzSimons, Caroline Wilson, Adele Ferguson, John Silvester, Terry Durack, Amber Robinson, Ardyn Bernoth, Anthony Dennis, Jo Tovey and Andrew Webster.

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Fairfax Media’s Australian publishing media director consumer marketing Vicki Aristidopoulos said: “Our readers are independent thinkers. They don’t want to be told what to think. They like to be presented with quality, balanced journalism that lets them make up their own minds about all the things that matter: big journalistic investigations, sport, food reviews, culture and art.

“This new campaign reinforces the strong position we hold in independent, quality journalism and that’s why we have an engaged audience of 7.15 million people across all out platforms.”

Fairfax Media director of news media and business media Sean Aylmer said: “Having no agenda, other than to tell the truth, is what unites our newsrooms. Being fair, balanced and up-front with our readers in all that we do is what drives our journalists every day. It’s our common purpose. We’re not afraid to speak plainly about uncomfortable truths that others choose to ignore. Equally, if we make mistakes we take seriously our duty to our readers to admit when we have got things wrong. It’s all about trust.”

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Rochelle Burbury
By Rochelle Burbury
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Rochelle Burbury is an award-winning journalist and editor with over 25 years of experience in media and communications.  She is the former Marketing & Media Editor for B&T as well as the Australian Financial Review, The Australian, and The Sydney Morning Herald, and Consulting Editor for AdNews. In 2023, she won B&T's Best of the Best in PR and in 2024 featured in the B&T Women in Media Power List. Rochelle’s extensive experience makes her a valuable contributor to B&T.

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