Simon Lotze 
Creative Director | Copywriter

Agency: BBC Creative
Role: Creative Director
Director: Daniel Kaufman 

People are increasingly distrustful of  mainstream news
sources and rely more and more on social media to find out
what’s happening in the world.

For BBC News Arabic, Persian and Hindi, we leaned into that
skepticism as it’s one of the things that make for reliable journalism
- we don’t take things at face value until we’ve verified them.

This campaign rolled out across the MENA region on TV,
social media and OOH, on BBC News Persian streaming and
social channels and in India on TV, social, radio and OOH.

Original idea by Ricardo Porto, made with Lisa Pettit, Jamie Kennaway,  
Kareem Elshehawy, Georgia Horrocks and Holly Henderson, edited by Vid Price at Trim.