The Putting News First consumer brand advertising campaign is a clear, single-minded articulation of what makes BBC World special - namely the demonstration of the incredible lengths to which correspondents seen on the channel will go to bring their stories to the screen.

Research defined Real journalism as:IndependenceTenacityFocusEmpathyResourcefulnessQuick reactionsThoroughnessInsightCourageBBC World looked for examples of these qualities in its journalists and in their real - life experiences.

Importantly their words were not scripted or guided. Their own words were used to maintain the authenticity of the campaign and of the brand.