IBC

TRT’s #hellobrother a finalist for Social Impact Award

This is the first time IBC includes CSR (corporate social responsibility) as part of its prestigious awards programme. IBC hopes to drive positive change in the industry as they champion movements for diversity and inclusivity.

What would your last words be if a rifle was pointed at your face?

“Hello, brother” were the last words of Daud Nabi, the first victim of the gunman in the massacre that took place in Christchurch, New Zealand, this year.

TRT World Citizen, an initiative by the TRT World News from Turkey, has launched the #hellobrother online video campaign. Instead of sharing viral stories on hatred, the campaign aims to initiate conversations and share stories about hope, love and unity around the globe. The video campaign garnered over 66,000 views on YouTube in a span of three months.

The incident also sheds light on the dangers of social media power without responsibility. For leveraging its power of mass media and showing ethical leadership, TRT was nominated as one of the finalists in the Social Impact Award by the organisers of IBC (International Broadcast Convention).

Ade Rawcliffe, head of Diversity for ITV Commissioning and chair of the Social Impact Award Judging Panel, said: “There is a real shift, a positive drive to not just create and deliver great content, but to do it with the best people from the widest range of backgrounds, with real audience engagement, and with the smallest possible environmental footprint.”

The judges created three categories under the Social Impact Award segment: diversity and inclusivity; environmental impact; and ethical leadership.

Ensuring inclusivity and building a diverse work culture, Flex by the BBC, Broadcast Academy by HBS and Journalism for Juniors by TRT are nominated as the finalists for the diversity and inclusivity category.

Meanwhile, VoxA Omnichannel Engagement Platform and Liquid Technology have committed their efforts in reducing environmental footprint; thus, both are nominated as the finalists for the environmental impact category.

Using creative story-telling techniques to inspire social impact, BBDO DUBLIN, along with project partner Inition, has been nominated a finalist for the ethical leadership category. Also nominated in this category are Choutte Films and TRT.

One winner from each category will be announced at the IBC Awards Ceremony at the RAI, Amsterdam on September 15.

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