This Sunday, the New York Times will debut a special print-only section for its subscribers, one devoted entirely to children, and within it, there will be a special kid-focused ad for the Times' "Truth Is Hard" campaign.
While the content within The New York Times for Kids is tailored to a younger audience (it features pages inspired by the publication proper, including National, Arts, Food, Sports, Travel and Opinion), the ad seems to speak as pointedly to the parents as it does the little ones, with nineteen lines including "The truth is kids don't need candy to feel better … The truth is kids will inherit the earth … The truth is kids bring people together … The truth is kids can handle the truth."
According to a statement from the Times, the ad is meant to be a "conversation-starter" for families to discuss social, global and personal topics, as well as news literacy.
The kids-specific content will feature pages inspired by the publication proper, including National, Arts, Food, Sports, Travel and Opinion.
The children's New York Times is the third special print-only section so far produced by The New York Times Magazine. It follows a Puzzle Spectacular from December 2016 and before that, a section from August 2016 that was devoted to an excerpt of then-new novel from Colson Whitehead, "The Underground Railroad," which later earned the National Book Award.
Droga5 created the "Truth Is Hard" campaign for the Times, but this particular execution was conceived in-house.