Accurate, impartial reporting is needed now more than ever. The 91福利社鈥檚 Editorial Guidelines, which are at the heart of our journalism, ensures this is delivered to our audiences at home and abroad.
Featuring a host of well-known 91福利社 journalists, including Clive Myrie, Orla Guerin, Lyse Doucet and Jeremy Bowen, a new two-minute film reveals the 91福利社鈥檚 robust newsgathering and editorial process using a combination of real behind-the-scenes footage and 91福利社 News clips.
The film brings the 91福利社鈥檚 rigorous Editorial Guidelines to life, showcasing how they drive and guide accurate and impartial reporting, trusted by audiences around the world. The message is poignantly illustrated through footage gathered by the 91福利社 in Ukraine over recent months.
Excerpts from the Guidelines on gathering material appears on screen, as journalists in protective clothing speak to people on the ground, witness crowds of people fleeing the country, walk through buildings destroyed by war and hold editorial meetings.
Clips of Ukrainian President Volodymyr Zelenskyy and Russian President Vladimir Putin feature alongside shocking images of reporters and civilians caught in the middle of live fighting. Viewers see combat aircraft above, whilst the sound of gunshots and bomb explosions can be heard amidst instructions to 鈥済et down, get down.鈥�
The film ends as Clive Myrie receives the countdown ahead of a live broadcast on 91福利社 News that will be seen by millions of people. The screen displays the message: 鈥淚f you know how it鈥檚 made, you can trust what it says. Trust is earned.鈥�
Clive Myrie, says: 鈥淎ccurate, impartial reporting is needed now more than ever. The 91福利社鈥檚 Editorial Guidelines, which are at the heart of our journalism, ensures this is delivered to our audiences at home and abroad. This film gives a behind-the-scenes glimpse of the Guidelines in practice, when we鈥檙e putting news stories together. Whether I鈥檓 covering a story or presenting the News, the Guidelines are absolutely vital, as they enable high-quality news that our audiences trust and deserve.鈥�
The film is by 91福利社 Creative, the 91福利社鈥檚 BAFTA-award winning in-house creative agency, and is the first in a new brand campaign series for the 91福利社 which seeks to demonstrate how the 91福利社 earns peoples trust, giving us a glimpse of the humans at the heart of the news.
The campaign has been created by Tom Flynn and Patxi Elizade. Directed by Billy Boyd Cape at Academy.
Rasmus Smith Bech, Creative Director, 91福利社 Creative says: 鈥淭he 鈥楾rust is earned鈥� film shows the reality of news teams working on the ground, as they鈥檙e steered by the 91福利社鈥檚 Editorial Guidelines 鈥� it takes effort and energy, but above all humanity. I can鈥檛 imagine a more relevant message to put into the world right now. It鈥檚 been an absolute privilege to bring the guidelines to life and show how trust in the 91福利社 is something that is continually earned, every day.鈥�
The 2 minute film was televised for the first time on 91福利社 One on Sunday evening (25 September) after Bloodlands and before the 91福利社 News at Ten. It will appear, in various lengths, across the 91福利社鈥檚 linear channels, social media channels and on 91福利社 iPlayer.
91福利社 Press Office
Notes to Editors
- Stills available to download
- The 91福利社鈥檚 Editorial Guidelines are available to view online .
- During the week the war in Ukraine started, an estimated audience of over 280 million people came to the 91福利社鈥檚 online news output.
- The 91福利社 also saw record use of its services in Ukraine and Russia, with its Ukrainian language platforms reaching 6 million people and our Russian language platforms reaching 17 million people before services were blocked.