BBC World Service campaign promotes 'broader view'

by Jennifer Whitehead,, Brand Republic 22-Nov-02, 08:30

LONDON - People are being told to 'demand a broader view' in a joint advertising campaign by BBC World and the BBC World Service that will run all over the globe.

The campaign, which starts this month, will appear in print in international business and news journals, and on posters in airports, as well as ambient airport media including ticket wallets and carrier bags.

It was created by WARL Change Behaviour, which was appointed to the joint account in July 2002.

The campaign features eye-catching images and challenging questions. One shows a man in handcuffs, with the text: "Terrorist? Hero? Victim?". Another shows a politician, and features the words: "Democracy? Bureaucracy? Show time?", while a third shows a brand new trainer and asks: "Fitness? Fashion? Exploitation?". The campaign is due to run until February 2003.

Jane Futrell, head of international marketing communications at BBC World Service, said: "'Demand a broader view' takes our earlier joint campaign one step further and encourages our audiences to think about the breadth and range of BBC news output. The audience wants more and the BBC knows how to deliver it."

BBC World is the BBC's 24-hour news television channel, which is shown in 200 countries and territories around the world. BBC World Service is available on the radio and online, and broadcasts in 43 languages across the globe.

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