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.