Role:
Lead Designer - Led concept development and creative execution across international markets.

The Brief:
To design a campaign for BBC News World Service that would challenge attitudes towards the press and reinforce the value of trusted journalism. The work was rolled out in Arabic across Cairo and in Hindi across India, requiring cultural sensitivity and linguistic precision.

The Result:
The “Trust is Earned” campaign formed part of a global branding initiative reinforcing the BBC’s commitment to impartial, high-quality journalism. Central to this execution was the use of real stills and footage of BBC journalists reporting in challenging (and often dangerous) environments, underscoring the BBC’s dedication to verifying facts and delivering trusted news to its audiences.

This involved trawling through hours of raw material supplied by local news teams to identify powerful, authentic moments. The final campaign conveyed courage, integrity, and accountability, delivering impact across India and the Middle East, gaining international recognition and directly challenging preconceptions of the press in regions where news media can be heavily regulated.