Overview

• The campaign, titled 'This Is Who We Are,' debuted on March 21, 2025, featuring MSNBC anchors like Rachel Maddow, Ari Melber, Jen Psaki, and Lawrence O'Donnell reciting the First Amendment.
• It aims to emphasize MSNBC's commitment to press freedom and reinforce its identity as a trusted source for in-depth news and context in a politically polarized era.
• Rebecca Kutler, MSNBC's new president, spearheaded the campaign as part of broader efforts to recover from post-2024 election viewership declines.
• The campaign aligns with MSNBC's corporate restructuring, as the network prepares to separate from NBC News and transition into a new publicly traded entity, SpinCo, later this year.
• MSNBC has seen a significant increase in viewership since President Trump's inauguration, with the campaign serving as a key step in its strategic repositioning.