idea: global news doesn’t exist
Campaigns: BBC Worldwide, USA, UK, India, Africa, Middle East)
“Global News” doesn’t exist. All news is ultimately local. That’s to say to be successful, any news broadcaster - however large - has to demonstrate a relevance to your specific local needs - wherever you happen to be. BBC is the world’s largest news broadcaster - by far. Here’s how I’ve managed to make their global offering feel relevant to the changing needs of local people and communities in markets worldwide.
“Your News. Your World. In Your Language”. One of my ads - in Arabic - on the streets of Dubai.
america
Need> Understanding
Rioting businessmen in South Korea? Infant fighters in Palestine? Religion vs. State in the UK? Over half of Americans have never been abroad. Much of the outside world can seem strange and scary. So we sell the power of BBC’s vast network of globally embedded reporters to deliver an understanding of the outside world that US cable news networks just can’t provide.
(Campaign: “Because Understanding is Everything”).
UK
need> context
The UK gets more world news than the US. It also gets a lot of cultural content referencing the wider world. What the BBC can provide is context and connection between events. As with this poster, created at the time Idris Elba’s “Beasts of No Nation” raised awareness of child soldiers in ongoing conflicts. (Campaign: “Making Sense of It All”).
India
need> recognition
India is a vast nation. And vastly diverse - with over 200 different language communities. The BBC broadcasts content to - and by - members of minority language communities, that are otherwise unserved. To provide not just information but recognition and affirmation. To truly reflect your “Life as it’s Lived”, whoever you are.
Africa
need> representation
Even after the fall of Mugabe, much of Africa still isn’t free. With rigged elections, state censorship and intimidation. So our messaging in Africa is about the BBC’s commitment to broadcast from Africa - to give ordinary people in Africa a global voice.
(Campaign: “One Global Voice. Connects African to African - and Africa to the World”).
Middle East
Need> Assurance
BBC advertising in the UK can look “edgy” to grab attention. But in chaotic parts of the Middle East, it needs to look the opposite. With a calming look and feel - and a voice that conveys impartiality, assurance and support. This poster first appeared on the troubled streets of Bagdad. Promising not a Western slant on information but: “Your News. Your World. In your Language.” Judged a success in Iraq, it soon started appearing across Middle Eastern markets.
