Dinesh jain
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MUMBAI: Al Jazeera English has launched a
global brand campaign ‘Hear the Human Story’
that puts Indian campaigners at the centre.
Inviting public to ‘Hear the Human Story’, the
campaign has put real people on its billboards
and television commercials rather than its own
star presenters and correspondents.
Al Jazeera English MD Al Anstey said, “We
believe everyone has a story worth hearing.
There are seven billion people to listen to on the
planet right now. Al Jazeera exists to cover the
people often ignored, people whose voices must
be heard, but who are so often neglected by
mainstream media. Our editorial mission is to
cover the world without a perspective. We cover
the developing world as much as the developed.
So, a person in Bangui is given as much
humanity as a person in Boston or Birmingham.”
The brand campaign is stated to be its largest
marketing push to date, and the slogan was
unveiled at its global launch in South Africa
today. The brand film featured at the special
event was about the Gulabi Gang, also known as
‘vigilantes in pink’, who tackle issues such as
violence against women and corruption in
northern India.
Al Jazeera executive director marketing and
distribution Abdulla Alnajjar said, “This campaign
is about human stories and we’re proud that the
global launch for the campaign is from South
Africa. Our coverage is not about only about
portraying difficult situations; it’s about the
triumph of the human spirit and the ability for
people in the most difficult of situations to make
change. It’s on that foundation that we built this
campaign honouring their lives and struggles.”
Some of the others featured in the campaign
include Kiki Katese, who started a group of
female drummers in the aftermath of the
Rwandan genocide, and Illac Diaz, who brought
lighting to slums in the Philippines using plastic
bottles.
Al Jazeera launches global brand campaign ‘Hear the Human Story’ | TelevisionPost.com
global brand campaign ‘Hear the Human Story’
that puts Indian campaigners at the centre.
Inviting public to ‘Hear the Human Story’, the
campaign has put real people on its billboards
and television commercials rather than its own
star presenters and correspondents.
Al Jazeera English MD Al Anstey said, “We
believe everyone has a story worth hearing.
There are seven billion people to listen to on the
planet right now. Al Jazeera exists to cover the
people often ignored, people whose voices must
be heard, but who are so often neglected by
mainstream media. Our editorial mission is to
cover the world without a perspective. We cover
the developing world as much as the developed.
So, a person in Bangui is given as much
humanity as a person in Boston or Birmingham.”
The brand campaign is stated to be its largest
marketing push to date, and the slogan was
unveiled at its global launch in South Africa
today. The brand film featured at the special
event was about the Gulabi Gang, also known as
‘vigilantes in pink’, who tackle issues such as
violence against women and corruption in
northern India.
Al Jazeera executive director marketing and
distribution Abdulla Alnajjar said, “This campaign
is about human stories and we’re proud that the
global launch for the campaign is from South
Africa. Our coverage is not about only about
portraying difficult situations; it’s about the
triumph of the human spirit and the ability for
people in the most difficult of situations to make
change. It’s on that foundation that we built this
campaign honouring their lives and struggles.”
Some of the others featured in the campaign
include Kiki Katese, who started a group of
female drummers in the aftermath of the
Rwandan genocide, and Illac Diaz, who brought
lighting to slums in the Philippines using plastic
bottles.
Al Jazeera launches global brand campaign ‘Hear the Human Story’ | TelevisionPost.com
