The Wall Street Journal Tackles Fake News in New Campaign

By showcasing what it takes to report a big story

Find out what really goes into the stories published by The Wall Street Journal. WSJ
Headshot of Katie Richards

In today’s world, with constant claims of fake news, it’s a tough time to be a member of the mainstream media. In an effort to show the world what a credible source it is, The Wall Street Journal has released a new campaign called “The Face of Real News.”

The concept is pretty simple. The Wall Street Journal, in partnership with agency The&Partnership, selected a handful of its most prominent journalists. It picked reporters from across the company, reporting on a variety of subjects, and focused on one of their biggest stories published by the news outlet.

“You can click on anything on the internet and it looks like news, but when you hear the story of how journalists actually get their stories firsthand from them it really is quite compelling and makes you respect what it takes to get real news,” Wil Boudreau, North American CCO, The&Partnership, said.

The first video focuses on investigative journalist John Carreyrou. After a year of reporting, Carreyrou published a revealing piece on blood-testing startup Theranos.

While some of the stories are intensely personal–one set to roll out in the future tells the story of a reporter’s experience in an Iranian prison–the goal of the campaign is to also shine a light on the “spectrum of the human experience behind what it’s like to be a professional journalist,” Boudreau added.

Take Dana Mattioli’s story, for example. Mattioli is a mergers and acquisitions reporter for the journal. In her video she alludes to the always-on nature of the job. Mattioli was on her way to friend’s rehearsal dinner when she got a major scoop regarding Warren Buffett.

All of the videos will follow the same format, with the journalist telling the how and when behind their different articles, while the story is told visually through animation. The&Partnership landed on animation as the best way to detail the faces behind the real news because it seemed more powerful than simply having the journalists on screen telling the stories.

At the end of each story, the different pieces of animation come together to create an illustrated portrait of each journalist.

The Wall Street Journal will continue to publish a number of videos over the coming weeks, all focused on different journalists and their stories.

@ktjrichards Katie Richards is a staff writer for Adweek.