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Aljazeera English Outdoor Campaign Aljazeera | Outdoor Campaign | June 2008 Creative Rationale for Aljazeera The creativity and motivation behind all of the creative options are rooted heavily in the public perception generated by our probing surveys of public opinion and research. These methods include vox pops, one-to-one surveys and research in to other lines of public enquiries surveying Aljazeera’s target audience: well educated, ambitious, inquisitive and hungry for an alternative perspective. The difference between each creative option is the way in which it stimulates the readers’ perception in crediting Aljazeera as a balanced and reliable source of international journalism. Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Vox Pops What's your perception of Aljazeera What is your perception of Aljazeera? Yes have watched it. First thoughts, What is your perception of Aljazeera? strongly associated with the middle east, A strictly Islamic channel - an oracle for the “ normally breaks Al-Qeada related news “ Mujahid enganged in Jihad against the West. first, but on the other hand must be a Not a Christian receptacle. respected news broadcaster as I think Sir Have you ever watched Aljazeera English? David Frost moved there (I think). Its the No, for the reasons above! whole ‘mouth piece of Al-Qeada’ thing If so, what is your opinion of the channel? (which may or may not be a fair view). My assumption is that it’s political and fundamentalist, and slightly scary Eg, I advertised my spare room for rent Roberto ” Jason about 18 months ago and someone Cambridge Surrey said they were coming to work in London for Aljazeera, and I was actually scared by the idea of living with them. I thought I was being embarrassingly naïve, but when What is your perception of Aljazeera? I mentioned it to my mates they were A news station which has access to saying the same. “ terrorist tapes/info before other western channels. Maybe there’s something about them Have you ever watched Aljazeera English? people would be a bit threatened by… no, i have not. What is your perception of Aljazeera? ” ” Hadn’t heard of them, but thought it Daniele “ sounded a bit ‘terroristy’ Enf ield Have you ever watched Aljazeera English? Didn’t know they were a news channel. Nicole ” West London Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Option one The Face of Aljazeera This concept purposefully invokes an emotion in the reader. The imagery and questions juxtapose the British publics’ view of Aljazeera and the actual face of Aljazeera. Then by personalising the concept the impact of the images is softened – though still being impactful. The photography and thought-provoking questions intelligently guide the reader to the desired conclusion that Aljazeera, as a news source, is a serious provider of international news. Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 The face of Aljazeera Option 1a THE FACE OF THE REAL FACE OF AL JAZEERA ENGLISH AL JAZEERA? AL JAZEERA INFLUENTIAL – INDEPENDENT – INFORMED – IN ENGLISH 24 hour global news coverage from… SIR DAVID FROST RAGEH OMAR RIZ KHAN DARREN JORDAN STEPHEN COLE FELICITY BARR AMANDA PALMER BARBARA SERRA JAMES BAYS... CHALLENGE YOUR VIEWS, SKY GUIDE 514 | FREESAT 203 NOT YOUR INTELLIGENCE... WWW.ALJAZEERA.NET/ENGLISH AFRICA AMERICAS ASIA-PACIFIC CENTRAL & S. ASIA EUROPE MIDDLE EAST Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 The face of Aljazeera Option 1a THE FACE OF AL JAZEERA? THE REAL FACE OF AL JAZEERA AL JAZEERA ENGLISH INFLUENTIAL – INDEPENDENT – INFORMED – IN ENGLISH 24 hour global news coverage from… SIR DAVID FROST RAGEH OMAR RIZ KHAN DARREN JORDAN STEPHEN COLE FELICITY BARR Escalator panels AMANDA PALMER BARBARA SERRA JAMES BAYS... SKY GUIDE 514 | FREESAT 203 WWW.ALJAZEERA.NET/ENGLISH AFRICA AMERICAS ASIA-PACIFIC CENTRAL & S. ASIA EUROPE MIDDLE EAST 16 sheet poster across track Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 The face of Aljazeera Option 1b IS THIS YOUR PERCEPTION THINK FOR OF AL JAZEERA? OR THIS? YOURSELF Challenge your views, not your intelligence... Al Jazeera English INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24 hour Global News Coverage Sky Guide 514 Freesat 203 www.aljazeera.net/english Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 The face of Aljazeera Option 1b IS THIS YOUR PERCEPTION OF AL JAZEERA? OR THIS? THINK FOR YOURSELF Challenge your views, not your intelligence... Al Jazeera English INFLUENTIAL – INDEPENDENT – INFORMED – IN ENGLISH Escalator panels 24 hour Global News Coverage SKY GUIDE 514 | FREESAT 203 WWW.ALJAZEERA.NET/ENGLISH 16 sheet poster across track Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Option two Perception/Reality The stark imagery in this design cleverly challenges the public’s perception that Aljazeera is a mutually Islamic broadcaster. The vision of a female news-reader veiled and unveiled, in traditional Islamic dress, allows the reader to fully identify with Aljazeera as a credible force. The reader identifies with the images and as a result identifies with Aljazeera – creating a rollercoaster effect resulting in the reader viewing the channel as a reliable news broadcaster on foreign affairs. This is particularly relevant to the female reader. Using this image the female element of the target audience is invited to access Aljazeera – something they might previously felt excluded from by other media portrayals. Button Creative 32 Percy Street, London, W1T 2DE PER CEPTION Aljazeera | Outdoor Campaign | June 2008 Perception/Reality PER CEPTION A NEW ERA IN NEWS PERCEPTIONPER CEPTION REALIT Y A NEW ERA IN NEWS PERCEPTIONPER CEPTION REALIT Y A NEW ERA IN SPORT A NEW ERA IN SPORT Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Perception/Reality Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Perception/Reality Bus superside poster Volvo Transbus back Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Perception/Reality 16 sheet poster across track Escalator panels THE PERCEIVED FA C E O F A L J A Z E E R A T H E R E A L FA C E O F ALJAZEERA 24 hour global news coverage from... Felicity Barr, Sir David Frost, Riz Khan, Rageh Omar........... Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Tube car / Croydon Tramlink panels Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Option three Change of Perspective The photography in this design is both provocative and stimulating – the questions simply aid the reader in their assimilation that there is more to Aljazeera than war reporting of Middle Eastern conflicts. The emotive photography allows the reader to view the hard hitting, solid reporting Aljazeera endeavours to produce as well as asking the reader to look at the familiar images of war from a different perspective. Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Change of Perspective Is this boy a child genius or a child soldier? Has this man just Is this man a sports hero saved a life or just or a soccer hooligan? taken one? Challenge your views, change your perspective. Challenge your views, change your perspective. Challenge your views, change your perspective. INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR 16 sheet poster across track Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Change of Perspective Child genius or boy soldier? Paramilitary or Sports hero or paramedic? soccer hooligan? Challenge your views, change your perspective. Challenge your views, change your perspective. Challenge your views, change your perspective. INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Art or vandalism? Saved a life or just taken one? Challenge your views, change your perspective. Challenge your views, change your perspective. INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Escalator panels Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Change of Perspective Has this man just saved a life or just taken one? Challenge your views, change your perspective. INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Is this man a sports hero or a soccer hooligan? Challenge your views, change your perspective. INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR Available on Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english Is this boy a child genius or a child
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