‘Here’s to reason’: Sydney Morning Herald and The Age champion clarity in latest brand push

The Sydney Morning Herald and The Age are making the case for balanced and responsible journalism in a new subscriber campaign that shows how polarised the world of media has become. 

Here’s to reason, developed in partnership with Publicis Worldwide Australia, targets readers who value informed debate and nuanced reporting, a deliberate contrast to the outrage-driven content dominating parts of the media ecosystem. 

The campaign is grounded in behavioural data and audience insights, reflecting what both mastheads say their subscribers want: journalism that offers facts, context and perspective.

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“We know from our data and our research that audiences are hungry for news they can rely on, and we have an important role to play in a world that’s increasingly dominated by extremes," Vera Straubinger, head of brand & acquisition at Nine, said. "This campaign celebrates Sydneysiders and Melburnians who look to the Herald and The Age for intelligent, responsible reporting. It’s a campaign built with both our readers and our newsrooms at the heart of it.”

For the first time, the campaign has been produced in two distinct versions, tailored to Sydney and Melbourne audiences. Featuring real subscribers and black-and-white portraits shot on location, the creative aims to reflect the cultural character of each city while uniting them through a shared belief in balanced news.

The initiative also marks a deeper collaboration between editorial and marketing teams. Journalists and editors were involved from the outset, ensuring the campaign’s message aligns with newsroom values. Executive editor Luke McIlveen said the campaign is a response to the current media climate: “Now more than ever, our journalism needs to be courageous, deeply reported and always suspicious of government and corporate influence.”

The launch will be supported by a series of editorial activations, including subscriber notes from editors and special print wraps for both mastheads. The campaign will run across TV, streaming, cinema, audio, print, digital, social, and out-of-home channels in New South Wales and Victoria until November 9.

Publicis Worldwide’s executive creative director Ryan Petie described the campaign as a “rallying cry for reason,” aimed at Australians who want to make up their own minds - not be told what to think.