News Corp Australia has launched a new national brand campaign spotlighting its journalists, as publishers sharpen their pitch around trust, transparency and human-led reporting in an era increasingly crowded by AI-generated content.
The campaign, We’re for You 2026, places journalists from News Corp Australia’s State & Community mastheads at the heart of the creative – including The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser – marking a deliberate shift from masthead-led promotion to people-led storytelling
Rolling out across digital, print, radio, social, TV, and out-of-home, the campaign positions journalists as visible, accountable, and embedded in the communities they report on, reinforcing the publisher’s broader trust proposition at a time when credibility is increasingly contested.
Putting faces to bylines
At its core, the campaign is built around a simple premise: audiences follow people, not just brands.
It also signals the start of a longer-term program to elevate journalists’ profiles across marketing and subscriber communications, making the people behind stories more recognisable – and more reachable – to readers.
The Daily Telegraph Editor Ben English said the campaign reflects the everyday realities of reporting and the responsibility journalists carry.
“Our campaign celebrates real reporting by real journalists and emphasises our commitment to our We’re for You brand line,” English said.
“Every day our journalists cover hospitals, schools, cost-of-living pressures, crime, sport, housing and high-stakes state decisions. Audiences can trust us to stand up for them and be their voice when it matters most. The campaign invites readers to get to know the people behind the bylines and why they are committed to bringing them well-sourced, fact-checked news.”
The messaging leans into accountability – a deliberate contrast to anonymous or synthetic content – and reframes journalism not as an abstract institution, but as a network of individuals embedded in local life.
Trust, AI and differentiation
The timing is no accident.
As generative AI tools flood platforms with content that is faster, cheaper and often harder to distinguish from professional reporting, News Corp Australia is making the case that provenance matters.
State & Communities Director of Marketing Bettina Brown said the campaign is designed to help audiences tell the difference.
“AI-generated content is becoming harder to spot, so seeing who stands behind a story matters,” Brown said.
“By promoting the names and faces of our journalists in the campaign creative, we’re helping Australians distinguish professional journalism from generic content. Our commitment is to our cities, states and readers, and our journalists are proud to stand by this daily.”
For advertisers and subscribers alike, the implication is clear: trust is no longer assumed – it must be demonstrated, repeatedly, and in public.
A long-term brand play
Created with News Corp Australia’s in-house agency Roller and Today the Brave, the campaign is designed to surface at peak moments across the day, reinforcing familiarity and frequency without overstatement.
While the creative includes a TVC and broad platform rollout, the strategic weight lies with brand architecture – anchoring the “We’re for You” positioning to identifiable journalists rather than masthead logos alone.
In a market where audience loyalty is fragile, and content supply is endless, News Corp Australia is betting that human visibility, not volume, is what will cut through.