The U.K.’s renowned news, information and content brand, the BBC, is debuting its first-ever global brand campaign, emphasizing the organization’s core values of openness, transparency, impartiality and accountability. 

Using the tagline, “We’re made to make you think,” the campaign includes two brand films (above and below). The BBC worked in collaboration with global creative company R/GA on the campaign, which was released Tuesday.

According to the Oxford University-based Reuters Institute, the BBC is ranked as the world’s most trusted news broadcaster as well as the most trusted major news brand in the U.S. Featured throughout the campaign are such BBC journalists as Jeremy Bowen, Orla Guerin, Maryam Moshiri, Clive Myrie and Amol Rajan. The campaign is scored by Stewart Mitchell, part of the Bleeding Fingers composer collective co-founded by two-time Oscar winner Hans Zimmer. 

“‘Made to make you think’ is a bold, powerful campaign that underscores the BBC’s unique value proposition. It reinforces our commitment to reaching audiences around the world with the trusted news and world-renowned storytelling that has been a hallmark of the BBC for over 100 years,” said Rebecca Glashow, chief executive officer, BBC Global Media and Streaming, in a statement.

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The pair of brand films will live on select BBC digital platforms, with display ads and pre-roll running on BBC.com and on the BBC app outside of the U.K. The campaign also will include organic posts running across Facebook, Instagram and YouTube. 

The campaign spearheads a wider effort by the BBC to expand outside the U.K., with a focus in North America. To better serve the U.S., the BBC has expanded its Washington, D.C.-based newsroom. In particular, the BBC seeks to drive audiences to its all-new website and app as well as its live 24/7 free advertising-supported television (FAST) channel, which is now available across U.S.-based free streaming platforms. The BBC also is launching "The Global Story" daily news podcast, which is designed to appeal to American listeners. 

The BBC plans to reach North American audiences via paid media across digital, social and audio platforms. In New York City, it is deploying out-of-home (OOH) advertising with video and digital ads displayed at subway transportation hubs throughout Manhattan and in nearly 400 subway cars. Manhattan-based SwellShark serves as the campaign’s media strategist and buyer.  

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