Al Jazeera English (AJE) is launching its first-ever brand campaign; ‘Hear the Human Story’ which is rolling out across Australia, London and Johannesburg.
“From the very get go we recognised that human beings are at the heart of the stories. The story is about the people, not just about the decisions being made by governments,” said managing director of Al Jazeera English, Al Anstey.
“The campaign is about building reach and distribution and making sure we’re seen and heard and watched and read around the world. It’s also about building a reputation and that reputation is underpinned by integrity and balance. It’s a normal part of the evolution of any new channel – it’s a sign of progress. We want people to be aware of the core strengths of AJE,” said Anstey.
The face, or rather faces, of the ‘Hear the Human Story’ campaign are those of ordinary people. AJE made a conscious decision not to use one of its high-profiled journalists or presenters to head up the campaign.
One of the faces of the campaign is Kiki Katese, the Rwandan drummer who lost her family to genocide. To help survivors deal with the trauma, she started the first all-women drumming group.
“They’re windows of the world, they’re a way of actually seeing how human beings are at the heart of a story,” said Anstey.
Anstey believes by AJE launching its brand campaign in Australia, there’s an opportunity to fill a gap in the market. He said: “In many senses what AJE provides is quite different, first of all because of the diversity of our people and the breadth and reach of our bureaus around the world. Our correspondents are able to see stories that aren’t on the radar of other news organisations. The underpinning philosophy of AJE is that we don’t see the world through any particular prism. We put every country in the world on a level playing field and evaluate the story on its merit. By doing that, we’re covering the developing world as much as the developed world.”
Anstey says the business drive for launching the brand campaign in just three places around the world is because “Australia’s such an important country to AJE in reaching potential audiences, London is our European hub and Johannesburg, we have a large bureau there”. He adds that the campaign will launch in other countries later on, but not all 130 countries that the network penetrates.
Anstey is almost evangelical in his belief that people inherently want to hear stories about other people – this is despite the self-consuming nature of social media and the amount of political conflict around the globe. He said: “Our ever increasing viewership figures and the engagement we have with audiences right around the globe speaks for the fact that people connect with people.”
Anstey believes the full story of politics and war can only be told through the people affected by such occurrences and he refers to the support garnered from the global #freeAJstaff campaign that started when Australian journalist Peter Greste and his colleagues Mohamed Fahmy and Baher Mohamed were sentenced by an Egyptian court to more than seven years in jail for allegedly “defaming” the country.
“More than 150,000 people have been active, calling for the release of these innocent people who shouldn’t have spent even a second behind bars,” said Anstey.
In measuring the audience engagement of the news service, Anstey says in a ‘new media’ sense it’s “quite easy”. He added: “It’s the number of people feeding information back, or commenting on what we’re doing or finally, being involved. We have a program called The Stream which sets its agenda on the conversations taking place on social media.”
“It’s about the quality of engagement as much as the quantity.” Anstey admits it’s hard to effectively measure the network’s reach when it spans 130 different countries around the globe, all of which access news via different platforms. “Some countries are still very much reliant on television for their news, while others have access via all kinds of devices.”
AJE is closer to a traditional news broadcaster than say your VICE news, but Anstey said the network is capable of riding the volatility underpinning the media industry, so long as it protects its journalists and adapts to the technical changes underpinning the industry. “There’s an ever-increasing challenge to journalists in terms of their safety. With so many people around the world wanting their story to be told, journalists are becoming a target. Above and beyond that, the world is changing so incredibly fast, when we first launched, TV was still king. Now, we’re platform agnostic. We’re a multi-platform information provider. People who value content will come to all the different platforms that they have access to. We need to ensure we’re giving the right people the right content at the time, place and on the device of their choosing,” he said.
“What we’re doing with the brand launch is, in a way, articulating the identity that existed since day one. It’s not about re-framing what we do – it’s about articulating the identity of what underpins Aljazeera English.”
The campaign, ‘Hear the Human Story’, is being rolled out across print, digital, TV and radio.
Ubiquity Lab has announced two new appointments to its growing consultancy team. Kirilly Mallard (pictured) joins as director – PR and communications and Emily McHenry as integrated account manager. Since launching in 2018, Ubiquity Lab has disrupted the market with its distinct offering. Founded by Matt Allison, the agency’s mantra and experience is centered in […]
National Australia Bank (NAB) has shifted its creative to TBWA\Melbourne after a 14-year relationship with Clemenger Melbourne after a competitive pitch. Commenting on the move, NAB’s executive group marketing Suzana Ristevski said: “We are excited to have landed on TBWA as the new lead creative agency to join our existing agency panel. It was a collaborative and […]
Sir Martin Sorrell’s S4Capital is continuing to strengthen its data and analytics offering, announcing the acquisition of Salesforce specialist Destined. Destined – which was founded in Australia and boasts a client roster that includes Spotify, Panasonic, Wingate, George Weston Foods, and Opal HealthCare – helps businesses with their Salesforce implementation, integration strategy and execution, managed […]
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Look. How can we talk about the TV numbers – or indeed, anything today – without talking about Ariarne-bloody-superstar-Titmus? While the afternoon session of the Olympics didn’t get the highest numbers overall, it did score over a million viewers, who tuned in to see the 20 year old Tasmanian smash the 400metre freestyle, beating American […]
V Energy Drinks are serving up a big dose of the positive feels the world needs right now, with a new campaign from Clemenger BBDO Sydney. Moving away from the traditional association of energy drinks and extreme sports, the relaunch campaign spreads positive energy instead, with the tagline ‘Can you feel it?’. The campaign sees […]
SCA has confirmed a new long-term partnership with the most loved and enduring entertainment duo in the country, Hamish Blake and Andy Lee. It will see the pair continue to produce their hugely successful weekly podcast, Hamish & Andy, alongside new seasons of Hamish & Andy’s Remembering Project that will be initially published exclusively on LiSTNR from 2022. Hamish & […]
In this guest post, RMIT advertising student Perri Kapnias (main photo) lays out some innovative plans that can help likeminded ad aspirants land the first killer job… My name is Perri Kapnias, and I am a 20-something advertising student. Like almost everyone else on the planet, I scroll through social media every day. I am […]
Social media management solutions company Hootsuit, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]
Ryvalmedia has announced its appointment as SEM and performance media agency partner for MyDeal.com.au (MyDeal) after a competitive agency review. With work commencing in July, the remit includes SEM, digital media performance strategy, planning, trading, and implementation, with scope for data, technology, and analytics project work. Launched in 2011 and ASX listed, MyDeal.com.au is an […]
Omnicom’s PHD has been successful in acquiring a Gold Standard Skilled Workplace Recognition from Mental Health First Aid Australia. Each year one in five Australians will experience a mental illness. For the media and advertising industry, this stat is much higher. Taking a quote from the Mentally Healthy survey “Despite this improvement, only 23 per […]
Content Agency, Medium Rare has announced that Aidan Corrigan has joined its multimedia team as head of video. Aidan is a producer and director with extensive experience delivering award-winning content across advertising, broadcast, digital and the creative arts. A driven storyteller, he’s worked throughout Australia, North America and Europe developing and executing creative projects while […]
Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]
Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]
Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]
HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]
IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]
Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]
SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]
Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]