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In an era when distinguishing fact from fiction has become increasingly challenging, Reuters has unveiled a new brand campaign aimed at reinforcing its position as a trusted news source. Launched on October 30, 2025, the “Pure News, Straight from the Source” campaign addresses growing concerns about misinformation in the media landscape.
The campaign employs a powerful water metaphor to illustrate how information, like water, becomes less clear the further it travels from its source. This analogy underscores Reuters’ unique position in the global news ecosystem, where its network of 2,600 journalists reporting from 200 locations worldwide serves as the original source of news as events unfold.
“In an era of information overload and growing skepticism about media, Reuters stands as a beacon,” said Paul Bascobert, President of Reuters. “Our mission has never been more critical – to deliver facts and rigorous analysis and to shed light on the truth without fear or favor.”
The timing of the campaign is particularly relevant amid the proliferation of misinformation worldwide. According to the 2025 Reuters Institute Digital News Report, more than half of global respondents expressed concern about distinguishing real news from fake content online. This worry is especially pronounced in the United States, where nearly three-quarters (73%) of respondents share these concerns.
At the heart of the campaign is a thought-provoking film that depicts an alternate reality where everyone consumes cloudy water – a metaphor for the murky information many people digest daily. The film features a chaotic soundtrack that mirrors the overwhelming barrage of information sources consumers must navigate while searching for reliable news.
The production combines cinematic craft with generative AI technology to transform clear water into cloudy water, creating a striking visual narrative. This deliberate use of AI technology in the campaign’s artistic elements serves to highlight the very challenges that make trusted news sources increasingly essential in today’s media environment.
Notably, the film transitions from AI-generated imagery to authentic Reuters footage, captured in accordance with the Thomson Reuters Trust Principles. This shift emphasizes Reuters’ commitment to journalistic integrity, particularly important as the organization maintains strict editorial guidelines prohibiting the use of generative AI in its news coverage.
“Subscribing to Reuters.com provides a direct link to pure, trusted journalism,” explained Josh London, Head of Reuters Professional. “In a world craving certainty, we offer consumers access to facts, reported independently and accurately.”
The campaign was created by brandtech creative innovation company Gravity Road and directed by BAFTA-nominated director Ivan Bird, known for his cinematography work on acclaimed advertisements including the iconic Guinness “Surfer” spot. Strawberry Frog handled media planning and buying for the campaign, which is being distributed throughout the United States.
Gravity Road co-founder and CEO Mark Eaves drew a compelling parallel between news consumption and food consumption: “We scrutinise the sources of the food and drink we consume — where we demand transparency, traceability and purity. So why should we be less concerned with the sources of the news we intake?”
For Reuters, a news organization with a nearly 175-year history, the campaign represents more than just brand promotion. It reaffirms the company’s commitment to delivering unbiased, accurate information at a time when artificial intelligence is making misinformation increasingly sophisticated and difficult to detect.
The campaign ultimately serves as a reminder that in today’s complex information landscape, the source matters more than ever – positioning Reuters as the direct conduit to “pure news” for its 50 million monthly digital users and the thousands of news outlets and professionals who rely on its reporting worldwide.
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6 Comments
While I appreciate Reuters’ efforts to combat misinformation, I wonder how effective a brand campaign can be in today’s polarized media landscape. Building trust takes time and consistent quality reporting. Curious to see if this moves the needle or if more fundamental changes are needed.
This is a smart move by Reuters to shore up their brand as a trusted news source. With the rise of misinformation, having reliable, unbiased outlets like Reuters is critical. The water analogy is a clever way to highlight their unique position in the global news ecosystem.
This brand campaign from Reuters comes at a critical time. Distinguishing truth from fiction has become increasingly challenging, so a trusted news source like Reuters is invaluable. I hope their message resonates and helps combat the spread of misinformation.
Reuters has long been known for its impartial reporting, so this campaign feels like a natural fit. Their global network of journalists is a key advantage in delivering breaking news and analysis straight from the source. Curious to see how this campaign evolves and what impact it has.
Glad to see Reuters doubling down on unbiased, fact-based journalism. With misinformation running rampant, we need reliable news sources more than ever. Their water analogy is a powerful way to highlight the importance of getting news directly from the source.
The water metaphor is an interesting way for Reuters to position itself as the original, untainted source of news. With so much noise and spin out there, their commitment to unbiased, fact-based journalism is more important than ever. Hopeful this campaign helps cut through the misinformation.