Our goal was to inspire audiences to choose BBC World News as an alternative to US-biased news sources. We also wanted to motivate those consumers who did not have access to BBC World News to request it from their cable TV providers. So we chose to engage with customers in the place that was most relevant: where they lived. To show how BBC World connects viewers to a global point-of-view, we created scenes from current international news stories (gun violence in Sudan, civilian protests in Russia, hunger relief in Africa) out of coaxial television cable that led into people’s apartments and homes.
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