Media campaigns praised for ‘making a difference’ 

Media campaigns praised for ‘making a difference’ 
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Updated 17 January 2022

Media campaigns praised for ‘making a difference’ 

Media campaigns praised for ‘making a difference’ 
  • WARC 2021 awards highlight 56 initiatives for major brands, nonprofits, health groups

DUBAI: Media campaigns for some of the world’s biggest brands have been praised for their effectiveness, insight and innovation as part of marketing intelligence firm WARC’s 2021 media awards.

The global awards program, now in its sixth year, rewards communications planning that has made a positive impact on business results. The awards examine the insight, strategy and analytics that influence effective media investment.

This year, the awards saw 56 campaigns win across diverse markets and product categories for global brands including adidas, L’Oreal, McDonald’s, Nespresso and TikTok, and local brands such as Change The Ref in the US, Claro in Chile, NHS England, Omroep Zwart in the Netherlands and Yili in China.

Four juries — one for each category — made up of of experts from both the agency and client-side awarded four grand prix trophies, 10 golds, 17 silvers, 25 bronzes and 12 special awards for specific areas of excellence.

Overall, the UK led with eight wins. China, Germany, the US and Vietnam won four awards each, followed by Canada, which scored three wins. India, Malaysia and New Zealand, each won two awards, and Chile, Egypt, Israel, Lebanon, Netherlands, Philippines, Puerto Rico, Sri Lanka, Turkey and the UAE each won one award.

In the effective channel integration category, PHD Canada won the grand prix and path-to-purchase award for “Vacation Intervention,” which saw Air Transat convince 75,000 workers not to lose their unused vacation days, with nearly 50 percent of reservations coming from new clients.

“Travel brands tend to be very lower-funnel and promo-led, especially in the lead-up to big holiday seasons. ‘Vacation Intervention’ went the other way with a strong insight, a very interesting central idea and a multi-channel campaign that was fun, topical and successful,” said jury member Ronnie Thomas, group director of global business development Publicis Groupe.

The POE award, which looks at how a strategy successfully linked paid, owned and earned media, and a gold went to FP7 McCann Dubai for “A Dad’s Job” for Home Center. The effective cross-channel measurement award and a silver went to MediaCom’s global campaign “PS5 — 2020’s biggest entertainment launch” for gaming console Sony PlayStation.  

Havas Sports & Entertainment won the grand prix for French welfare association L’Enfant Bleu in the effective use of tech category.

The winning campaign “Undercover Avatar” saw the agency create an in-game confidante to enable children to speak out about abuse. The activity generated 700 million media impressions and resulted in the French government working on solutions that will turn video games into a new way to identify abused children.

“Leveraging a native behavior (and interest) in a smart way — a really powerful way to do things purposefully different,” said judge Luca Vergano, vice president of strategy at Elephant.

The initiative also won two special awards: Most scalable idea and platform pioneer.

MullenLowe US won the special award, the early adopter, and a gold for “Ring King” for Burger King.

In the effective use of partnerships and sponsorships category, McCann Paris and FP7 McCann Dubai won the grand prix and effective native award for Lebanese Breast Cancer Foundation for “The Bread Exam.”

The nonprofit collaborated with a traditional baker to create a bread-making video demonstrating how to self-examine. The campaign reached 112 million people, and in nine months increased awareness by 83 percent and screenings by 41 percent.

“They identified breast cancer as something that is difficult to talk about in culture, but managed to make it part of the conversation through the topic of bread making, something that is an integral part of the culture,” said judge Faisal Alani, head of partnerships at eBay.

“They tackled the problem in an incredibly thoughtful way; it really warmed my heart.”

COPA90 won two special swards — the collaboration with an influencer award for Budweiser’s “Messi X Budweiser 644,” and the successful sponsorship award for “Music Keeps Us Playing” for Pepsi and Pepsi MAX, as well as a silver and bronze, respectively.

In the best use of data category, the grand prix and personalization award went to FCB New Zealand for “Personalizing Danger,” a campaign for Water Safety New Zealand. By combining historical, real-time and future data, the agency built a predictive model to reduce deaths of young men from drowning. The campaign reached 95 percent of its target audience and achieved zero deaths. 

“Other entrants are just gathering data. But to actually save lives? If only one life is saved, it’s already a success. This is data put to good use,” said judge Kathrin Jesse, chief strategy officer and partner at Wirz Group, Switzerland.

The data-driven insight award was given to MullenLowe US for Burger King’s “Delay Your Way,” which also won a gold, and the attribution award went to Ekimetrics for “Using Advanced Analytics to Market Profitability in a Pandemic” for hospitality brand Accor, which also won a bronze. 


Facebook: from Harvard dorm to global phenomenon

Facebook: from Harvard dorm to global phenomenon
Updated 16 May 2022

Facebook: from Harvard dorm to global phenomenon

Facebook: from Harvard dorm to global phenomenon
  • Young users increasingly desert it for the likes of TikTok or Snapchat, but with 1.96 billion users, one-quarter of the globe’s population, it remains the biggest social media platform

WASHINGTON: Key chapters in the history of Facebook, the world’s biggest social media application, which marks the tenth anniversary Wednesday of its stock market debut.

In 2003, 19-year-old Harvard computer whiz Mark Zuckerberg begins working out of his dormitory room on an online network aimed initially at connecting Harvard students.
The following year he launched thefacebook.com with three Harvard roommates and classmates: Chris Hughes, Eduardo Saverin and Dustin Moskovitz.
As membership is opened up to other colleges around North America Zuckerberg quits his studies and moves to Silicon Valley.
The new company receives its first investment from PayPal co-founder Peter Thiel, who stumps up $500,000, and officially changes its name to Facebook in 2005.

In 2006, US media conglomerate Viacom and Yahoo make separate plays for Facebook, but both are turned down.
Microsoft takes a $240 million stake in the company a year later, by which time Facebook has 50 million users.
That year sees Zuckerberg admitting to privacy-related “mistakes” for the first time, over an ad platform called Beacon that tracked purchases made by Facebook members and let their friends know what they had bought.
In 2008, the platform topples MySpace to become the world’s most popular social networking website and launches its first mobile app the following year.

David Fincher’s story of the origins of Facebook, “The Social Network,” hits movie theaters in 2010 and wins Oscars for best adapted screenplay, original score and film editing.
Time magazine that year names Zuckerberg as Person of the Year for “transforming the way we live our lives every day.”
As membership rockets, Facebook plays a growing role in shaping public debate.
In 2011, the platform plays a key role in giving a voice to disillusioned Arab youth in the Arab Spring of revolts that began that year in Tunisia.

In 2012, Facebook snaps up photograph-sharing app Instagram for $1 billion and files for an initial public offering.
The biggest IPO ever in the tech sector raises some $16 billion and values the company at $104 billion.
A hoodie-clad Zuckerberg remotely rings the Nasdaq bell from Facebook’s California headquarters on the first day of trading.
By October 2012, Facebook’s membership has topped one billion.

In 2014, Facebook pays a small fortune to try boost its popularity among younger smartphone users by buying messaging platform WhatsApp in a cash and stock deal valued at $19 billion.
As it continues moving up in the world, it moves into new Frank Gehry-designed headquarters in Silicon Valley, with a rooftop park and “the largest open floor plan in the world.”

In 2016, Facebook is embroiled in controversy over Russia’s alleged use of it and other social media platforms to try influence the outcome of the election that brought Donald Trump to the White House.
In 2018, Facebook is again at the center of scandal after it emerges that British consulting firm Cambridge Analytica stealthily harvested the personal data of millions of Facebook users and used it for political purposes, including trying to rally support for Trump.
Zuckerberg is grilled in the US Congress over Facebook’s handling of user data and the way the network is being manipulated to undermine democracy.
The Facebook boss vows to do more to combat fake news, foreign interference in elections and hate speech and to tighten data privacy.

In 2021, Zuckerberg announces that Facebook has changed its company name to Meta — Greek for “beyond” but also meaning the metaverse — the virtual world which he sees as representing the future of the Internet.
On February 3, 2022, the company’s share price plunges, wiping more than $200 billion off its market value after it warns of slowing revenue growth.
As young users increasingly desert it for the likes of TikTok or Snapchat, the company admits to losing a million active daily users. But with 1.96 billion users, one-quarter of the globe’s population it remains the biggest social media platform.
 

 


Blinken offers support to family of slain Palestinian journalist

Blinken offers support to family of slain Palestinian journalist
Updated 15 May 2022

Blinken offers support to family of slain Palestinian journalist

Blinken offers support to family of slain Palestinian journalist
  • At her funeral on Friday, baton-wielding Israeli police descended upon mourners and grabbed Palestinian flags
  • Blinken offered the support of US diplomats in Jerusalem to the family of Abu Akleh

BERLIN: US Secretary of State Antony Blinken called Sunday for a “credible” investigation into the death of Palestinian journalist Shireen Abu Akleh as he offered condolences to her family.
Blinken said he spoke with the brother of Shireen Abu Akleh, who was a US citizen, during his flight Saturday to Berlin for a meeting of NATO foreign ministers.
“I had a chance to express deep condolences for her loss, our deep respect for the work that she did as a journalist for many years,” Blinken told reporters in Berlin.
He said he discussed the “need to have an immediate and a credible investigation into the circumstances surrounding her death.”
He said the Al Jazeera journalist was “widely respected around the world.”
Blinken offered the support of US diplomats in Jerusalem to the family of Abu Akleh, who also held US citizenship, a US official said.
Al Jazeera said Israel shot her “in cold blood.” Israel, which has been facing a series of attacks, initially said Palestinian gunmen could be to blame before backtracking and promising to investigate.
At her funeral on Friday, baton-wielding Israeli police descended upon mourners and grabbed Palestinian flags, with the pallbearers struggling not to drop her casket.
Blinken earlier said he was “deeply troubled” by the Israeli police’s actions and the State Department urged a transparent investigation into her killing.


Egypt slams Israeli attack on funeral of Al Jazeera journalist

Egypt slams Israeli attack on funeral of Al Jazeera journalist
Updated 14 May 2022

Egypt slams Israeli attack on funeral of Al Jazeera journalist

Egypt slams Israeli attack on funeral of Al Jazeera journalist
  • Shireen Abu Akleh, a Palestinian, was killed on Wednesday by an Israeli bullet in the face

CAIRO: Egypt’s Foreign Ministry expressed its “total rejection and strong condemnation of the attacks on the funeral of the late Shireen Abu Akleh by the Israeli authorities.”

Ministry spokesman Ahmed Hafez said: “Such unacceptable … attacks represent a violation of the rights of the Palestinian people and the sanctity of the dead.”

The official Palestine News Agency reported that dozens of participants in the funeral procession of the Al Jazeera journalist suffered suffocation, bruises and fractures due to the Israeli police assault on them.

Abu Akleh, a Palestinian, was killed on Wednesday by an Israeli bullet in the face while covering an operation by Israeli forces in Jenin refugee camp in the occupied West Bank.

The UN Security Council condemned her killing, calling for “an immediate, thorough, transparent, fair and impartial investigation,” and stressing the need to ensure accountability.


Palestine-Israel: NYT, BBC and AFP slammed for ‘shamelessly’ inaccurate framing of journalist Abu Akleh funeral clashes

Police forces charged at the crowd carrying the coffin, kicking and beating pallbearers with batons. (AFP)
Police forces charged at the crowd carrying the coffin, kicking and beating pallbearers with batons. (AFP)
Updated 14 May 2022

Palestine-Israel: NYT, BBC and AFP slammed for ‘shamelessly’ inaccurate framing of journalist Abu Akleh funeral clashes

Police forces charged at the crowd carrying the coffin, kicking and beating pallbearers with batons. (AFP)

LONDON: Analysts, journalists and more criticized “inaccurate” and “misleading” headlines and tweets published by Western media outlets such as the New York Times, BBC and AFP regarding slain Palestinian American journalist Shireen Abu Akleh, and the clashes that ensued at her funeral procession.

Shocking scenes of violence broke out at Abu Akleh’s funeral as Israeli police officers charged at mourners carrying the journalist’s coffin through Jerusalem’s Old City. Police forces charged at the crowd carrying the coffin, kicking and beating pallbearers with batons.

Tear-gas shells and rubber bullets were hurled at chanting mourners in an attempt to stop them from raising Palestinian flags in the old city.

“Shireen Abu Akleh funeral sees clashes between Israeli forces and Palestinian mourners in Jerusalem,” read a New York Times headline on Friday, which was criticized for “shamelessly equating the victims with the aggressors,” journalist and commentator Eyad Abu Chakra tweeted.

And the New York Times was not the only publication that was criticized, with the BBC tweeting that “violence broke out” at the slain Al-Jazeera journalist’s funeral as her coffin was “jostled as Israeli police and Palestinians clashed as it left hospital.

“Israeli occupation forces attacked the funeral procession, beat mourners, caused her casket to fall to the ground and the BBC tweets one of the worst obfuscations of Israeli violence yet,” AJ+’s Sana Saeed tweeted.

Bassam Khawaja, co-director of the Human Rights and Privatization Project at NYU’s School of Law, called the tweet “essentially misinformation from the BBC.

“I don’t know how you get from what has been widely acknowledged as a one-sided attack on a funeral procession to ‘violence breaks out.’”

Another tweeter, Kira Davidson, wrote: “Western media has really been telling on itself throughout its coverage of Shireen Abu Akleh’s murder and funeral. To call this anything but violent suppression in support of apartheid is a grave injustice to her memory and her work as a journalist, and a failure in reporting.”

Even Western news media’s reporting on Abu Akleh’s cold-blooded killing was highly inaccurate.

“Shireen Abu Akleh, Trailblazing Palestinian Journalist, Dies at 51,” read the New York Times article on her death. Abu Akleh was shot in the head while covering an Israeli raid in Jenin; she was wearing a press jacket.

“This reads like an obituary headline for someone who died in their bed. There is no world in which it’s acceptable, and it happens over and over again,” Khawaja wrote in another tweet.

“I understand we don’t yet have all the facts. And keep in mind that editors, not reporters, write headlines. But this wording was a deliberate choice, and it blatantly misrepresents what happened today.”

Jewish Voice for Peace, a human rights organization, posted on its Instagram account a more precise rephrasing of the headline — “Shireen Abu Akleh, Trailblazing Palestinian Journalist, Assassinated by Israeli Sniper While Wearing a Press Vest and Reporting on Israeli Military Violence.”

 


UN condemns killing of Palestinian-American journalist Shireen Abu Akleh

UN condemns killing of Palestinian-American journalist Shireen Abu Akleh
Updated 14 May 2022

UN condemns killing of Palestinian-American journalist Shireen Abu Akleh

UN condemns killing of Palestinian-American journalist Shireen Abu Akleh
  • UN Security Council statement reiterated ‘that journalists should be protected as civilians’
  • Shireen Abu Akleh was shot dead Wednesday during an Israeli military raid in the West Bank town of Jenin

UNITED NATIONS: The UN Security Council on Friday night strongly condemned the killing of Palestinian-American journalist Shireen Abu Akleh and called for “an immediate, thorough, transparent, and fair and impartial investigation.”
A press statement was approved by the 15 council members after language was removed emphasizing the importance of media freedom and the need for journalists working in dangerous areas to be protected at the insistence of China and Russia, diplomats said, speaking on condition of anonymity because discussions were private.
The council statement reiterated “that journalists should be protected as civilians” and also condemned the injury to Abu Akleh’s colleague.
Abu Akleh, 51, was a household name across the Arab world, revered for her coverage of Palestinian life under Israeli rule for the Al Jazeera satellite channel for the last 25 years.
She was shot dead Wednesday during an Israeli military raid in the West Bank town of Jenin. Journalists who were with her, including an Al Jazeera colleague who was shot and wounded, said Israeli forces fired upon them even though they were clearly identifiable as reporters.
Anger at Abu Akleh’s killing escalated Friday when Israeli riot police pushed and beat pallbearers, causing them to briefly drop her casket in a shocking start to her funeral procession. It turned into perhaps the largest display of Palestinian nationalism in Jerusalem in a generation.
Israel says it is investigating the incident. It initially suggested she might have been shot by Palestinian militants, without providing evidence, but has since backtracked. Israel called for a joint investigation with the Palestinian Authority, which administers parts of the West Bank and cooperates with it on security.
But the Palestinians rejected a joint investigation and demanded an independent international investigation.
Palestinian President Mahmoud Abbas blamed Israel for her killing and said he would immediately ask the International Criminal Court to investigate. The ICC launched an investigation into possible Israeli war crimes over a year ago, a probe Israel has rejected as biased.
The Security Council did not use the word international, calling for an impartial investigation and stressing the need to ensure accountability.
Norway’s UN Ambassador Mona Juul commended the “good collaboration,” calling the protection of journalists a priority for her country.
“We are particularly concerned about the rising trend in attacks on media works, and on women journalists in particular” Juul said in a statement.