Akhbar Al Aan
The Need for Hope-Mongering Not Agenda-Pandering.
In the world of news, the majority of the dominant players tend to be loud and opinionated with a clear-cut agenda. Think Al Jazeera. Fox News. Think CNN even. Sky Arabia. To different degrees, news brands can be polarising and often use fear to trigger an ‘us vs. them’ mentality. In most cases, their bias is always showing.
Add the fragmentation of the news landscape – the proliferation of the digital-only upstarts – and it can make attention-grabbing difficult for an objective, humble news brand who fervently chooses sincerity over sensationalism, accuracy over quantity, and transparency over theatrics.
An Arabic-language digital news source, Akhbar Al Aan willingly takes on the responsibility to nurture an entire generation of disenfranchised youth in the Levant, Iraq and North Africa. A generation with little opportunity and even less hope. A generation targeted by extremism and fundamentalism, fed misinformation and conspiracy.
With objectivity as the guiding principle; facts as the currency; and an open door to young talent from around the region to help shape a new era of news, Akhbar Al Aan is the hope-monger a generation so needs.
Internally, there was a sense of coming into one’s own. Akhbar Al Aan had already proven itself and the organisation had a strong sense of self. Everyone shared a clear view of what they wanted the brand to stand for, how to make that happen and who they needed to be.
There was consensus that the existing brand – positioning and identity – didn’t reﬂect the current state nor the aspirations. The team felt they deserved to shrug-oﬀ a conventional, understated persona and to assert their independence from the mother brand.
Transform Awards 2022
- Gold > Technology, media and telecommunications
- Silver > Best brand evolution
- Silver > Best rebrand of a digital property
- Bronze > Best use of audio branding
- Bronze > Best brand development project to reflect changed mission, values or positioning
“We were able to reach Akhbar Al Aan’s brand purpose which is “To spread hope and optimism throughout the Arab world story by story” with expertise and direction from Bellwether, Akhbar Al Aan is the brand for “now” vibrant cool engaged and optimistic.”
Solange El Rassi
Head of PR & Corporate Communications
Al Aan TV