The New York Times’ ‘Truth’ campaign shines a light on the sports gender gap 

Latest from Droga5's award-winning platform debuts in time for the U.S. Open semi-finals

Published On
Sep 05, 2019

Editor's Pick

Building on its award-winning “Truth” platform, the New York times turns the spotlight on the gender gap in sports in time for the U.S. Open semi-finals. 

The latest ad from Droga5 highlights the pay equity struggles of professional female athletes while underscoring Times journalism around the issue. Employing the now-familiar conceit of simple text in black and white, interspersed with audio pulled from life, the spot displays various key phrases from NYT's past coverage: “Girl-cott,” “No Backing Down, “Cry for Equality,” all set to sounds of a tennis match. It culminates with the headline from reporter Maya Salem’s 2019 story, “The Long Fight for Pay Equality in Sports.”

The ad will air during the U.S. Open semi-finals today. It's a fitting venue given that the U.S. Open, thanks to the efforts of Billie Jean King, has had gender pay parity since 1973. That year, King had threatened to sit out the tournament unless its male and female champs were paid equally. Since then, they have been. 

The spot underscores the paper’s commitment to covering gender inequity, including that in athletics. In 2017, the paper appointed Jessica Bennett its inaugural Gender editor.

The “Truth Has a Voice” campaign kicked off in 2018 with an ad centered on sexual harassment that aired during the Golden Globes Award, following the Times’ Pulitzer Prize-winning coverage of the Harvey Weinstein scandal. It went on to highlight the paper’s reporting on NFL concussions, just ahead of the Super Bowl and then focused on the fight for female rights around the world to celebrate International Women's Rights Day. 

 

Credits

Date
Sep 05, 2019
Client:
New York Times
Agency:
Droga5-New York
Creative Chairman:
David Droga
Chief Creative Officer:
Neil Heymann
Executive Creative Director:
Tim Gordon
Group Creative Director:
Laurie Howell
Group Creative Director:
Toby Treyer-Evans
Associate Creative Director:
Lauren Ferreira
Associate Creative Director:
Leilanni Todd
Associate Design Director:
Jen Lally
Associate Director Film Production:
Ruben Mercadal
Senior Producer Film:
Topher Cochrane
Producer Film:
Holly Fisher
Music Supervisor:
Mike Ladman
Senior Business Affairs Manager:
Ann Marie Turbitt
Global Chief Strategy Officer:
Jonny Bauer
Strategy Director:
Nick Maschmeyer
Group Communications Strategy Director:
Samantha Deevy
Communications Strategy Director:
Hillary Fink
Group Account Director:
Courtney Russell
Account Director:
Ola Abayomi
Account Supervisor:
Tehjal Suri
Project Manager:
Theresa Ganchorre
Junior Project Manager:
Amanda Cohen
EVP & Chief Operating Officer:
Chief Marketing Officer:
David Rubin
Senior VP Marketing:
Amy Weisenbach
Brand Strategy:
Iain Newton
Director Brand Strategy:
Sabena Gupta
Executive Creative Director Marketing:
Laura Forde
Senior Writer Brand:
Taylor Gandossy
Executive Director Media Strategy:
Janis Huang
Senior Manager Media Strategy:
Peter Lauer
Senior Project Manager:
Blair Ecton
Photo Editor:
Brenda Hutchings
Photo Editor:
Aaron Tejada
Editorial:
Rock Paper Scissors
Editor:
Akiko Iwakawa-Grieve
Editor:
Michael Shugarman
Editor:
Rhys Hecox
Managing Director:
Eve Kornblum
Producer:
Julianne Cort
Animator:
Brendan Roche
Flame Assistant:
Sydney Botie
Senior VFX Producer:
Barbara Kontarovich
Composer:
Danny Bensi
Composer:
Saunder Jurriaans
Sound:
Wave Studios
Sound Designer/Mixer:
Aaron Reynolds
Sound Designer/Mixer:
Jonny Platt
Executive Producer:
Vicky Ferraro

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