Campaign India Team
Nov 24, 2014

Al Jazeera makes a positioning statement with ‘human’ stories

Watch the films conceptualised by Memac Ogilvy here

wide player in 16:9 format. Used on article page for Campaign.
Al Jazeera English launched what is billed as its first global brand campaign, and largest marketing push till date, in South Africa on 3 November with the slogan ‘Hear the Human Story’.
The campaign, which will run in 12 countries over the next six weeks, has been conceptualised by Memac Ogilvy. 
 
For India, there are two films. 
 
One film (above) shows the story of Sampat Pal. She endured abusive men and corrupt officials in some of India's poorest communities, so she fought back. Her struggle has grown into a movement for women's rights. The Gulabi Gang now has over 400,000 members challenging injustice.
 
 
 
“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 often neglected by mainstream media,” said Al Anstey, managing director, Al Jazeera English, in a statement announcing the campaign’s launch.
 
“The campaign underpins the network’s belief that humanity is the only thing that truly connects everyone in the world. Al Jazeera English believes that dreams, fears, joy, and frustration are the things we all have in common. It’s these qualities that give stories relevance and meaning irrespective of who we are and where we’re from,” explained Ramzi E Moutran, executive creative director, Memac Ogilvy & Mather UAE.
 
With inputs from CampaignMe.com
 
 
 
Source:
Campaign India

Related Articles

Just Published

3 hours ago

Digidarts expands to the Middle East

To target the high-growth markets of UAE, Saudi Arabia, and Kuwait for its AI-driven customised solutions for brand marketers and advertisers.

4 hours ago

Masoom Minawala steps down from Schbang MMaximise

Schbang MMaximise to be merged into Schbang Fluence, Schbang's influencer management division.

6 hours ago

Why Snap’s creative chief is doubling down on ...

EXCLUSIVE: Veteran creative and former W+K leader Colleen DeCourcy on Snapchat’s new brand positioning, why the company is ‘anti-social media’, the benefits of in-housing, and more.

6 hours ago

Havas Health is futureproofing creativity through ...

The agency launched its Neurodiversity Center of Excellence to help implement neurodivergent talent in its creative marketing and brand strategy.