World News Day was marked yesterday with ThinkNewsBrands reminding marketers and agencies of the role they play in supporting credible journalism at a time when misinformation continues to dominate both public debate and brand strategy.
To recognise the September 28 campaign, the industry body released a video featuring some of Australia’s most prominent journalists reflecting on the stories they’ll never forget – illustrating how newsrooms shape national conversations every day.
World News Day is a global initiative designed to promote quality journalism and media literacy, while pushing governments, businesses and citizens to choose fact-based reporting over misinformation.
ThinkNewsBrands CEO Vanessa Lyons said the 2025 campaign carried particular weight.
“In a world overwhelmed by misinformation, the responsibility of journalists to provide accurate, reliable, and independent news has never been more critical,” she said, echoing comments from World Association of News Publishers CEO Ladina Heimgartner.
Lyons also pointed to the latest University of Canberra Digital News Report, which found 75% of Australians are concerned about misinformation.
“News publishers are standing strong as trusted voices against this tide, preventing the erosion of our most crucial social and democratic foundations,” she said.
ThinkNewsBrands CEO Vanessa Lyons
Why it matters
Lyons said media and marketing professionals have an outsized influence on whether newsrooms can continue to thrive.
“They are the scribes of the Australian story and write about the topics Australians care deeply about. They offer unique opportunities to connect with Australian consumers in ways that resonate. Credible news is also safer for brands because reputable sources develop the content.
“In today’s world, where reputation and social licence are so important, news offers effective, brand-safe environments for campaigns,” she said.
Backing that up, Integral Ad Science research shows seven out of ten consumers are unlikely to buy products advertised next to unsafe content.
Lyons called on the industry to take the World News Day message seriously, arguing that supporting news publishers is both a societal obligation and a strategic choice that delivers trusted, brand-safe environments for campaigns.