Despite the ubiquity of online platforms, print media is still seen as the most trusted environment for readers and advertisers – one that is relevant, reliable and authoritative.

Early in the lockdown, UK culture secretary Oliver Dowden urged the public to “buy a newspaper”, labelling them the “fourth emergency service”, while then-taoiseach Leo Varadkar, in a state-of-the-nation address, stressed how vital it was to “only rely on information from trusted sources like the national media”.

The bus campaign, which will see the ‘True to You’ message emblazoned on around 70 buses on every route across Belfast, complements an in-paper promotion highlighting the work of the Irish News’ journalists and columnists.

Irish News marketing manager John Brolly said: “We are immensely proud to have such a loyal readership and we thought it was important that we reflected the bond we have with them in our creative by simply using the words ‘True to you’.

“Trust and quality journalism are hugely important in today’s world, and by picking up a copy of our paper every day, the public can be confident they are using a ‘trusted’ brand to source their news.”

It comes just weeks after the paper was again recognised at the prestigious Society of Editors’ Regional Press Awards with two winning entries and a commendation as well as having a number of other writers short-listed.

Security correspondent Allison Morris was joint winner of the Daily Paper Columnist of the Year, while the paper also took the honours in the Innovative and Initiative category for a new fact-checking tool to help hold politicians to account. The paper was also highly commended for Website of the Year.

Irish News editor Noel Doran said: “The overall standard in the Society of Editors awards is very high, and getting eight entries short-listed was a notable achievement. The outcome is a great tribute to the efforts of all our staff and contributors.”