The Times and Sunday Times set the challenge of creating a campaign to show people that being well informed is worth their time and worth paying for. My solution leveraged on the fact that as humans we can only make informed decision on our future when we know our times. This becomes difficult as our perception of reality is so distorted by the easy access we have to questionable news source. Through the campaign “Know your times, own your future”, The Times and Sunday Times will make people face the huge gap between the reality of the current state of things and what is perceived. Because knowing your times is essential if you wish to own your future.