Doha: The ‘Hear the Human Story’ marketing campaign of Al Jazeera English has been awarded the Gold prize in ‘Consumer or Trade Print Ad for a Channel’ and Silver prize in ‘News/Information Channel Spots or Programme Campaign’ — both in the ‘Promotion and Marketing’ category.
The PromaxBDA Awards recognise those engaged in the marketing of TV and video content, inspiring creativity, driving innovation and honouring excellence.
Finalists were determined after the first round of judging by panels of experts from Europe who met in London, Paris, Warsaw and Rome. The winners were announced on Tuesday at Hotel Arts Barcelona.
It is Al Jazeera English’s first global brand campaign. Conceptualised by Memac Ogilvy, it positioned the channel as one that listens and tells stories of those often under-reported and neglected by media.
The channel’s commitment and focus on humanity in reporting has been popular and well received, increasing viewership and campaign recall in key priority markets.
Launched on November 3, 2014, the campaign ran across 12 countries over six weeks. Al Jazeera English has made virtue of putting real people on its billboards and TV commercials. It also encompassed a short film, press ads, outdoor and digital elements and an interactive photographic exhibition in London.
The awards are only the latest recognitions received by the campaign. It has previously been awarded in Berlin with a Red Dot ‘Best of the Best’ prize in Communication Design, in Dubai with a silver and two bronze awards at Dubai Lynx Awards, and in New York with a Bronze Pencil and two merits from One Show awards.The Peninsula
