Reuters news agency launched a new brand campaign in the U.S. last week to reach consumers seeking accurate, unbiased news in an era of growing misinformation, it’s called “Pure News, Straight from the Source.”
The campaign underscores the importance of independent, agenda-free news in an environment rife with misinformation that can make it difficult to discern fact from fiction.
The “Pure News, Straight from the Source” campaign uses water as a metaphor: just as water can become unclear the further it gets from its origin, so too can information the further it gets from its source.
This campaign launches amid the escalating spread of misinformation and disinformation worldwide. According to the 2025 Reuters Institute Digital News Report, more than half of global respondents said they are worried about whether news they see online is real or fake. That concern is particularly high in the U.S., where nearly three-quarters (73%) of respondents share these worries. As an on‑the‑ground source for global news, Reuters is the place where readers know they are seeing information that is real and true.
The film combines cinematic craft, generative AI and original Reuters footage to create a striking visual narrative. Generative AI is deliberately employed to transform clear water into cloudy, demonstrating how this same technology can be used to create convincing but false imagery. This artistic choice reinforces why trusted, verified news sources like Reuters are more critical than ever.