2015 Winners & Shortlists

The Campaign

News networks in recent years have resorted to sensationalism, opinionated news anchors and selling the news as entertainment to keep ratings up. So more and more people are looking for alternative news sources, covering news that really matters. Al Jazeera is a news network that prides itself on doing just that. So we created a global campaign called Hear The Human Story. We chose six people from Rwanda, India, Jordan, Spain and the Philippines to share their incredible stories in our global integrated campaign that did more than just position a brand, it injected humanity back into the news and gave a voice to those that other networks often choose to ignore.

Success of the Campaign

This campaign resonated with people across the world, gaining 237 million media impressions in the process. Overall, the campaign not only positioned a brand but gave a voice to those that other networks often choose to ignore and injected some much needed humanity back into the news.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign launched with an eight-minute online documentary that told the real story of Champa Pal, a woman in India left destitute when her husband was murdered and her land stolen, until she joined the all-woman Gulabi Gang. Then we shared the six incredible stories in our online films and in a global print and outdoor campaign. To activate the campaign we set up an interactive photographic exhibition in Kings Cross St Pancras, one of London’s largest train stations. The specially customised photographic displays activated sound showers when the microphone was held up to the image allowing people to be the reporter and hear the human stories directly from the storyteller.