In what may be one of the most distinctive and unorthodox promotional campaigns from the Time Warner cable-news outlet since Ted Turner launched it in 1980, CNN will push back against the portrayal by critics and members of the Trump administration that it dispenses made-up stories to the public in a deliberate fashion. A new branding campaign gives the network a new slogan: “Facts First.”

At a time when President Trump and his representatives have been caught in many instances of giving out inaccurate information and details, “CNN has never been more relevant than we are now,” says Allison Gollust, CNN Worldwide’s executive vice president and chief marketing officer, in an interview.

“There’s a conversation happening around journalism, media, and the First Amendment,” she says. “It’s happening right now. We felt compelled to participate in that conversation with a brand campaign that reminds people who we are, what we do, and why we do it.”

Now, after scrapping “Piers Morgan Tonight” for newsier primetime programming and colourful non-fiction documentaries and docu-series, the network sometimes finds itself on defence when its reporting has spice and fact-checks Trump administration policies and pronouncements.

The campaign launches as new concerns rise about the public’s ability to ferret out real information from manipulated stuff. A recent Pew Research survey found that 51% of technologists and scholars surveyed think the current “information environment” will not improve, owing to bad actors using “new digital tools to take advantage of humans’ inbred preference for comfort and convenience and their craving for the answers they find in reinforcing echo chambers.”

Some even contemplated “a future information landscape in which fake information crowds out reliable information.” Pew Research said 49% of those surveyed felt technology and human desire would help solve the problem.