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

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?

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 soldier? 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

Bus superside poster

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Change of Perspective

Saved a life or just taken one? Sports hero or soccer hooligan?

Paramilitary or paramedic? Child genius or boy soldier?

Tube car / Croydon Tramlink panels

Art or vandalism?

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

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Option four

In English

The statements of fact at the top of each image challenges and questions all and any negative perspectives the public may have of Aljazeera. The photography illustrates the statements with actual, physical, examples of Aljazeera – which can only be viewed as positive. The physical evidencing of Aljazeera’s work allows the reader to draw positive conclusions of the Aljazeera’s broadcasting credibility.

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 In English

INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH

“Uncensored reporting and open debate “Where ordinary news channels fear to tread”… come as standard” “Where ordinary news channels fear to tread”…

“24 hour global coverage from... “Giving the world's 1 billion English speakers Sir David Frost, Rageh Omar, Riz Khan, news from a non-Western perspective” Darren Jordan and more”

Aljazeera English Sky Guide 514 Freesat 203 www.aljazeera.net/english

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 In English

INFLUENTIAL INDEPENDENT

“Where ordinary news channels fear to tread”… “Uncensored reporting and open debate come as standard”

INFORMED IN ENGLISH

“24 hour global coverage from... Sir David Frost, Rageh Omar, Riz Khan, “Giving the world's 1 billion English speakers Darren Jordan and more” news from a non-Western perspective”

ALJAZEERA ENGLISH: NO PARTY. NO LINE. JUST A NEW ERA IN NEWS Escalator panels

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 five

Get Informed

This concept clearly illustrates the whole scope of Aljazeera’s extensive broadcasting. By stating each area it educates the reader on the reach and depth of Aljazeera’s reporting – something the reader may not have been familiar with before viewing the advert. The black and white photography allows a picture to be painted while focusing the reader on the credibility of Aljazeera as a contemporary, approachable broadcaster with the colourful headings. By clearly identifying the separate elements the reader is left with no question mark over the scope of Aljazeera as a broadcaster. The reader is meant to be subtly educated on the strength of Aljazeera as a bridging force across cultures, creeds and traditions.

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Get Informed

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Option six

Logo montage

This concept visualises every aspect of Aljazeera; credibility through weighty news reporters; informative reporting of up to the minute international affairs; comprehensive reporting of all news aspects. As well as demonstrating the variety and stability of Aljazeera’s reporting the concept also incorporates the logo enabling the reader to connect all imagery with Aljazeera as a international authority on foreign affairs as well as a brand.

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Logo montage

16 sheet poster across track

Volvo Transbus back

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Logo montage Colour alternative

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Option seven

Graphic Symbols

The concept is clean-cut and simple, yet approachable and intelligent in design. The imagery is effortless – allowing the interaction between images and words to invoke positive, motivating, intellectual thought from the reader. By using this type of imagery the Aljazeera brand is neutralised to a Western market – ensuring none of the negative connotations are applied to the ad campaign. A clean sheet is provided.

These designs are also neutral in tone allowing for other subscribers outside of the target audience to come to the same conclusions as the prospective Aljazeera subscriber – that Aljazeera is a comprehensive and dependable source of international news.

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Graphic Symbols

“IMPARTIAL” “GLOBAL” “EXHILARATING” “INDEPENDENT”

CURRENT AFFAIRS BUSINESS SPORT TRAVEL

Available on: Sky Guide 514 and Freesat 203 Available on: Sky Guide 514 and Freesat 203 Available on: Sky Guide 514 and Freesat 203 Available on: Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english or visit www.aljazeera.net/english or visit www.aljazeera.net/english or visit www.aljazeera.net/english

“FIESTY” “STIMULATING” “IN ENGLISH”

THE ARTS ENTERTAINMENT

Available on: Sky Guide 514 and Freesat 203 Available on: Sky Guide 514 and Freesat 203 Available on: Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english or visit www.aljazeera.net/english or visit www.aljazeera.net/english

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Graphic Symbols Colour alternative

“IMPARTIAL” “GLOBAL” “EXHILARATING” “INDEPENDENT”

CURRENT AFFAIRS BUSINESS SPORT TRAVEL

Available on Sky Guide 514 and Freesat 203 Available on: Sky Guide 514 and Freesat 203 Available on: Sky Guide 514 and Freesat 203 Available on: Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english or visit www.aljazeera.net/english or visit www.aljazeera.net/english or visit www.aljazeera.net/english

“FIESTY” “STIMULATING” “IN ENGLISH”

THE ARTS ENTERTAINMENT

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Graphic Symbols

Campaign material

16 sheet poster across track NEWS ON…

CURRENT AFFAIRS SPORT BUSINESS TRAVEL THE ARTS ENTERTAINMENT

INFLUENTIAL INDEPENDENT INFORMED IN ENGLISH 24HR Available on: Sky Guide 514 and Freesat 203 or visit www.aljazeera.net/english

Tube car / Croydon Tramlink panels Escalator panels

Button Creative 32 Percy Street, London, W1T 2DE Aljazeera | Outdoor Campaign | June 2008 Graphic Symbols

Campaign material

Bus superside poster

Volvo Transbus back

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? Aljazeera, I understand that they were set up to counter a biased US-centric media “ eg Fox, CNN etc and in particular stereotyping in the media of islam. Which all in What is your perception of Aljazeera? all is a very good cause, however I have a vague idea that the funding comes from An invaluable view of the happenings in the sources related to the Saudi Royal family... which is always scary, but i cant remember “ Middle East. But is it biased? if that is fact or just a suspicion. In any case I assume it’s funded by oil money (I don’t Have you ever watched Aljazeera English? trust anything funded by oil money) and will be equally biased as Fox, just that it’s an Only watched it at The Cable Show. What is your perception of Aljazeera? alternative view. If so, what is your opinion of the channel? What is your perception of Aljazeera? Have you ever watched Aljazeera English? It was very much like CNN/BBC, reporting on “ Middle Eastern news agency with less I’ve watched Aljazeera via the internet, because I was curious... it was amazingly dull the situation in Burma and the Chinese earthquake. Didn’t spend a lot of time restriction on the content it deems fit to and the standard of journalism and production appeared to be poor. broadcast compared to western news If so, what is your opinion of the channel? watching it. Seems to be pretty Anglo-sized, agencies. My opinion of the channel is that I would watch it more regularly if it was available more more so than I thought it would be. Have you ever watched Aljazeera English? easily but probably only when a major news event occurred when I wanted to get a Yes contrary view point. If so, what is your opinion of the channel? ” Professional. Not watched it enough to form an opinion of the balance in reporting and how it What is your perception of Aljazeera? ” Until I started to watch it in English my would rank against UK news broadcasters. What is your perception of Aljazeera? Never heard of it “ perception of it was that it was an Arab centric “ channel just like Fox news is very american biased. That has now changed and I find it What is your perception of Aljazeera? ” very informative with great journalists. The What is your perception of Aljazeera? Middle Eastern news agency with less restriction on the content it deems ” fact that Riz Khan and David Frost have joined Un-Westernised news channel - “ fit to broadcast compared to western news agencies. the channel speaks volumes. Unfortunately see the other sides story for a change Have you ever watched Aljazeera English? “ when mentioning the network to most ‘white Have you ever watched Aljazeera English? Yes people’ they seem to link it directly to Yes If so, what is your opinion of the channel? terrorism. Having lived out there I tend to set If so, what is your opinion of the channel? Professional. Not watched it enough to form an opinion of the balance in them straight as it is genuinely good TV. Seems ok. I would watch it for news reporting and how it would rank against UK news broadcasters. while abroad sometimes.

What is your perception of Aljazeera? ” ” What is your perception of Aljazeera? ” I’ve watched Aljazeera before, both in English and Arabic! Gives a Middle Eastern perspective to “world” issues.... It’s a fairly bland news channel, I guess similar to news 24.Many What is your perception of Aljazeera? “ “ Have you ever watched Aljazeera English? people may think Aljazeera is to do with terrorists due to the fact that A quality channel and by far the most western-tolerant of all arabic stations, the Yes - Less so now, but previously with regularity during the height of many of the bombers home videos have been shown on it. “ middle eastern equivalent of the BBC, but that’s only because the competition is the Iraq conflict If so, what is your opinion of the channel? weak. I do always associate Aljazeera with Osama and bombings because they were Very CNN like - More “westernised” that non english version. always linked in terms of being their media outlet. Still hear differing view on whether they are the voice of extremism, or whether they report independently and without ” predjudice. Either way I’m put off the channel because of any terrorist associations and What is your perception of Aljazeera? subconsciously boycott it. Biased news channel stirring up anti western sentiments in the middle east and pretending to ” Have you ever watched Aljazeera English? “ be squeaky clean in the west. I think so, in Dubai, and in hotels around the world. Not at home. Is it on Sky then? Have you ever watched Aljazeera English? If so, what is your opinion of the channel? Only for 5 or 10 minutes From what I can remember it was good, although too arabic focused for my liking. And If so, what is your opinion of the channel? I didn’t feel comfortable with it because of terrorist associations. Remembering being Didn’t interest me very much, didn’t feel it represented an accurate and unbiased account of surprised at how western and non-political it was.” the topics I saw, but in fairness you barely get that from any news these days even the bbc.” Button Creative 32 Percy Street, London, W1T 2DE