Faizel Patel, Radio Islam News, 2014-11-03

Al Jazeera English has made virtue of putting real people on its billboards and television commercials rather than its own star presenters and correspondents.

The channel’s new brand campaign is its largest marketing push to-date, and the slogan “Hear the Human Story” was unveiled at its global launch at Turbine Hall in Newtown, Johannesburg today.

Al Anstey, managing director of Al Jazeera English, said that the channel covered all the big themes and issues facing the world today, but did so from the perspective of real people:

“We believe everyone has a story worth hearing. There are seven billion people to listen to on the planet right now. Al Jazeera exists to cover the people often ignored. People whose voices must be heard – but who are so often neglected by mainstream media.

Mohammed Adow, a senior correspondent for Al Jazeera explained to Radio Islam how they pursue the human story.”

“We have chosen Johannesburg because it’s the quintessential African city; the role model city for many African cities and countries.”

“What we are doing is not to get more viewers but just to tell people and remind people who we are and ensure that there’s no ambiguity in our message, that we are an organisation that cares about the human story and covering stories that are affecting people’s lives in the best and objective way possible,” said Adow.

Commenting on the choice of Johannesburg as the location for the launch, rather than the traditional financial centres favoured by other channels, Al Jazeera’s Executive Director for Marketing & Distribution Abdulla Alnajjar said:

“In a world where the truth is everywhere under attack, Al Jazeera puts the human being at the centre of its news agenda, giving a voice to the voiceless.  This campaign is about human stories and we’re proud that the global launch for the campaign is here from South Africa, a region rich with history and human stories.

“There is a common perception that the media are mainly interested in covering those in power, or the rich and famous. Our campaign gives a voice to the many people around the world who feel that they have been left behind.

Some of the people featured in the campaign include: the “Gulabi Gang”, the extraordinary Indian women who clubbed together to fight violence against women; Kiki Katese who started a group of female drummers in the aftermath of the Rwandan genocide; and Illac Diaz who brought lighting to slums in the Philippines using plastic bottles.

Al Jazeera English also point out that they aired a film about Malala Yousafzai, the Nobel Peace Prize winning teenager who campaigns for the right of girls to go to school, two years before she hit the headlines when she was shot by the Taliban. “We have extraordinary people like Malala on our screens every single day. Their stories are inspiring and must also receive attention,” said Anstey.

(Twitter: @Faizie143)