LONDON: BBC's international news strengths are being promoted in a new joint global advertising campaign by BBC World, the BBC's 24-hour international news and information television channel and BBC World Service, which broadcasts radio programmes and online in 43 languages worldwide.

Demand a Broader View highlights the BBC's international news coverage and reminds audiences that the BBC's internationally renowned impartiality and expertise ensures a balanced, thorough examination of every story, from every point of view.

Eye-catching images and challenging copy lines illustrate how stories can be re-interpreted. To give an example, a picture of a man in handcuffs is accompanied by three different words "Terrorist?, Hero?, Victim?"; a politician addressing an audience has the words "Democracy?, Bureaucracy?, Show time?".

An official release says the campaign is targeted at international business decision-makers and people with a truly international outlook on life. It will run from this month through to February 2003 on posters at European and Asian hub airports and in ambient airport media such as on ticket wallets and carrier bags. It will also appear in international business and news journals as well as international daily newspapers.

Head of International Marketing Communications at BBC World Service Jane Futrell said, "Demand a Broader View takes our earlier joint campaign one step further and encourages our audiences to think about the breadth and range of BBC news output. The audience wants more and the BBC knows how to deliver it."

Following a competitive tender, the campaign was designed by WARL Change Behaviour, the main communications agency within the WARL Group, which has been working with BBC World and BBC World Service since July 2002. The strategy for the campaign and its implementation has been developed, and will be delivered by Mediaedge:cia Worldwide.