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In a critical election year, the BBC has launched its first brand campaign outside the U.K. to position itself as a more trusted news source in the U.S. and international markets.
“Made to Make You Think” is a milestone in the BBC’s global expansion efforts and debuts in the U.S. following recent investment in North America. Created by agency R/GA with BBC Studios, the commercial arm of the BBC Group, the campaign puts journalists in the spotlight while claiming to be an objective alternative in the cluttered news landscape.
“In the U.K., the BBC is oxygen—it’s everywhere. Here [in the U.S.], we’re known and trusted, but we’re not the first place audiences will go to get the news,” Jennifer Ball, svp of marketing for BBC global media and streaming, told ADWEEK. “We heard [from consumers] that they feel an overwhelming fear and anxiety from outlets that are meant to inform and educate them, and also a desire to understand what’s happening in other parts of the world.”
The campaign centers on two distinct films. One explains the BBC’s mission to provide impartial news, uncover the truth, report on other parts of the world and share inspiring stories. The second spot showcases the breadth of the BBC’s content, from hard-hitting news coverage to award-winning entertainment and lighter features.
Some of the BBC’s well-known journalists, including Jeremy Bowen, Orla Guerin, Maryam Moshiri, Clive Myrie and Amol Rajan, appear throughout the campaign.
“We’re showing our reporters in the field, bringing global coverage closer to consumers and exploring stories in-depth. Consumers said they were tired of reporters screaming to them from behind a desk,” Ball said.
The line, “We’re not here to tell you what to think. We’re made to make you think,” is about “building trust” and “empowering consumers to decide for themselves,” Ball explained.
“We don’t have an agenda. If you want to understand both sides in an election year, this is a great place to come and learn,” she added.
In developing the tone of the campaign, the team aimed to strike a balance between highlighting the BBC’s serious mission and also “bringing in some optimism,” said Bryan Gregg, svp and executive creative director at R/GA.