BBC World provokes with daring take on global issues

Singapore - BBC World has rolled out the latest phase - ‘Get the story behind the story' - of its global brand campaign featuring global issues such as climate change and African child labour.

Created by Ogilvy RedCard, this marks the 4th wave of the broadcaster's biggest global brand campaign so far and will air across Asia on 25 August. The parent ‘Putting News First' campaign first took off in January 2005.

Hitting the various mediums of online print and outdoor, it features the leading stories by BBC correspondents on the frontline - focusing on global issues such as climate change, animal extinction, African child labour and the haze situation in SE Asia. The creative objective was to provoke the audience to canvass attention and have these stories serve as a common platform for debate.

BBC World's head of marketing, ASPAC, Terri Seow says, "Get The Story Behind The Story not only reinforces BBC World's commitment to Putting News First, and its key brand values of delivering in-depth, accurate and impartial news reporting and analysis but also seeks to engage the viewer in the discussion around issues that are of global importance."

The past phases that were featured include; in Phase One - visuals of items belonging to BBC correspondents that were involved in stories familiar to viewers, like North American reporter Stephen Evans' New York Trade Centre pass from September 11. Following that in Phase Two, the correspondents shared their stories behind some of their assignments and in Phase Three, a reportage-style advertising campaign was shot in a "fly-on-the-wall-style" format featuring how an angle on a news story is analysed, shot and broadcasted by news-gathering teams in different locations.