It is National Newspaper Week, and News Media Canada, the national association representing the Canadian news industry, has started a campaign to celebrate the people whose work makes newspapers worth supporting.

Running until Oct. 7, the campaign includes print and digital ads running in local, regional and national newspapers across Canada as well as sponsored content with CTV’s The Social and strategic OOH ad placements near post-secondary schools with journalism programs.

The campaign is built around News Media Canada’s first-ever book, titled Champions, collecting 24 stories about notable Canadians in the news media industry. The book showcases how their work has championed the truth and provided people with trustworthy news, sometimes under difficult circumstances, whether it be reporting on pandemics, holding politicians to account, innovating how news is delivered or advocating for Indigenous communities.

The book is meant to be relatable and easy-to-read, with custom illustrations and cover art by Canadian artist Rachel Joanis.

Champions is available as a free PDF on the National Newspaper Week website, but can also be purchased as a hardcover book. Proceeds from sales of the physical book will go to First Book Canada, a non-profit that collaborates with public and private partners to translate educational resources to support learning for kids in need.

The News Media Canada Newspaper Week program and PR efforts are being led by Craft PR. The ad campaign was developed by agency The Greater.