DOHA: Aljazeera English has made virtue of putting real people on its billboards and TV commercials rather than its presenters and correspondents.
Its new brand campaign, according to a statement, is its largest marketing push to date, and the slogan ‘Hear the Human Story’ was unveiled at its global launch in South Africa yesterday.
Al Anstey, Managing Director, Aljazeera English, said the channel covered all big themes and issues facing the world, but did so from the perspective of real people.
“We believe everyone has a story worth hearing. There are seven billion people to listen to on the planet. Aljazeera exists to cover the people often ignored. People whose voices must be heard, but who are often neglected by mainstream media.
“Our editorial mission is to cover the world without a perspective. What that means is not seeing the globe through a geographical or cultural prism, by not weighting our coverage towards the West, the rich nations, or anywhere else. 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.”
On the choice of Johannesburg for the launch rather than the traditional financial centres favoured by other channels, Aljazeera’s Executive Director for Marketing and Distribution, Abdulla Alnajjar, said: “In a world where the truth is everywhere under attack, Aljazeera puts the human being at the centre of its news agenda, giving a voice to the voiceless. The campaign is about human stories and we’re proud that the global launch is in South Africa, a region rich with history and human stories.
“There is a common perception that the media is mainly interested in covering those in power, or the rich and famous. Our campaign gives a voice to the many people around the world who feel that they have been left behind.
“Our coverage is not only about portraying difficult situations, its about the triumph of the human spirit and the ability of people in the most difficult situations to make a change.
It’s on that foundation that we built the campaign, honouring their lives and struggles. The campaign showcases incredible human stories and the humanity that unites us all.”
Some of the people featured in the campaign include the Gulabi Gang, the extraordinary Indian women who clubbed together to fight violence against women; 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.
Aljazeera English aired a film about Malala Yousafzai, the Nobel Peace Prize winning teenager who campaigns for the right of girls to go to school. Two years before she hit the headlines when she was shot by the Taliban.
“We have extraordinary people like Malala on our screens every day. Their stories are inspiring and must receive attention,” said Anstey. The Peninsula
