In October last year, Gravity Road and Reuters launched the brand campaign, Pure News, Straight from the Source, using water (clear or muddy) to emphasise the importance of independent, agenda-free news in an environment rife with misinformation.

That campaign has expanded now with two new commercials that underline Reuters’ commitment to delivering unbiased, fact-based journalism in an era of growing information uncertainty.

The new creative maintains the campaign’s distinct visual identity, that uses water as a metaphor to emphasise the critical importance of turning to trusted, clear news sources

Pure News, Straight from the Source highlights the unique position of Reuters in reporting the world’s news as it happens, from where it happens, with more than 2,600 journalists in 165 countries.

“This next phase of our brand campaign doubles down on our core message – in a world where information can be distorted the further it travels from its source, Reuters stands as an uncompromising source of truth,” stated Josh London, head of Reuters Professional in the campaign blog. “Subscribing to Reuters.com means getting direct access to the facts our journalists are reporting from the ground every day, helping readers to understand our world with certainty.”

“The launch campaign made the case that news is at its purest at the source. This next phase shows what happens to it on the way to you. A drop of colour here, a bit of muddying there, and by the time the news reaches you it can look like something else entirely. We made both films in a laboratory setting and captured genuine ‘experiments’ to bring this metaphor to life. In a Reuters campaign about protecting clarity, it felt important that the images were real and not distorted,” added Mark Eaves, founder of Gravity Road.

The campaign will run on streaming platforms and digital news sites in New York and Washington, DC, with media planning and buying by Strawberry Frog.

Reuters has also launched the Reuters Misinformation Monitor, a new weekly newsletter that delivers real-time intelligence on the global misinformation narratives shaping societies, global markets and policy, bringing its top tier fact-checking infrastructure directly to readers.

The Monitor is led by Stephanie Burnett, global digital verification editor, Reuters Misinformation Monitor and draws on fact-checking expertise from a team working in 17 languages to track false narratives as they emerge. Each week, the team will break down the week’s most consequential false narratives, offering context and insight into how misinformation travels and influences outcomes.

Each Wednesday, subscribers to Reuters Misinformation Monitor will receive a curated roundup of top global misinformation narratives examined by the Reuters verification team; Real or Fake?, an interactive quiz that tests readers’ ability to spot false claims and doctored images; and direct access to Reuters fact checkers through reader submissions, allowing audiences to flag suspicious claims for investigation.

Reuters Misinformation Monitor is available by subscription here.

Where the campaign began.