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BBC Arabi

Press 1 - Amr: "I give you my word that I will relate events just as they are." Press 2 - Sam: "Where there is debate I promise I will provoke it." Press 3 - Malak: "I will never fear anyone or anything" Press 4 - Hassan Poster 1 - "We promise to ask questions without restraint." Poster 2 - "Obama one year on. What has changed?" PR Buzz Outdoor

Throughout the Arab speaking world, BBC Arabi was viewed with scepticism versus Al Jezeera. BBC Worldwide briefed Farm to redress this perception and to position BBC Arabi as serious, objective, news channel. Through careful consumers research we discovered that the most powerful strategy was for the respected BBC Arabi presenters and journalists to give their word that they would continuously ask questions in a bid to find the truth. Farm won a four-way pitch against the incumbent agency as well as agencies from the Middle East. Under the campaign of 'Never Stop Asking', our campaign featured four BBC Arabi presenters making a pledge, in person, to the people of the Arab world.

Translations:

Press 1 - Amr: "I give you my word that I will relate events just as they are."

Press 2 - Sam: "Where there is debate I promise I will provoke it."

Press 3 - Malak: "I will never fear anyone or anything"

Press 4 - Hassan: "For every person who agrees with me, I am prepared for the person who does not."

Poster 1 - "We promise to ask questions without restraint."  

Poster 2 - "Obama one year on. What has changed?"

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