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2023 One Show - Direct Marketing

Are You Press Worthy?

Agency TBWA\Chiat\Day NY / New York

Client Columbia Journalism Review


Digital & Online / Websites & Mobile

Annual ID


About the Work

Missing White Woman syndrome was coined in 2004 and called out coverage inequality for missing persons. Missing white women were often given national coverage whereas many of their BIPOC counterparts hardly received any press. With CJR, we developed a unique data tool that allowed people to calculate their press value if they were to go missing, based on current reporting in America. The model was based on a representative sample of 3,630 news stories about missing persons collected by Meltwater between January to November, 2021. The results show vast disparities on how a person would be covered if they went missing, depending on their age, race, gender, and where they live. The aim of the campaign was to raise awareness of the issue of coverage inequality, open up a dialogue and force changes in newsroom practices. Because the number of people aware of a person’s disappearance has a major impact on their chances of being found. Are You Pressworthy? received more than 1.12 Billion PR Impression, was covered by 850 Global News Outlets including NBC News, Forbes, USA Today and ABC News, and over 7k+ people shared their press value on their social channels in the first two weeks of the tool’s launch alone.

2023 Awards

Total Points: 45



TBWA\Chiat\Day NY / New York

Client / Brand

Columbia Journalism Review / New York

Music / Sound Production Company

JSM Music

Post Production Company

Rare Medium / Brooklyn
Redslash / New York


Gray Fraser

Chief Creative Officer

Joel Simon
Amy Ferguson

Creative Director

Jexy Holman
Nuno Teixeira


Talia Mayden

Director of Photography

Alex Hass

Executive Producer

Jeff Fiorello
Tricia Higgins

Motion Designer

JungEun Han

Associate Creative Director

David Stevanov
Pedro Sampaio

Associate Producer

Kaitlyn Dutchin

Chief Executive Officer

Nancy Reyes


Aaron Jaffe

Senior Copywriter

Pieter Claeys

Senior Designer

Gina Pido

Assistant Camera Operator

Craig Helfer

Associate Director, Marketing & Business Intelligence

Gabrielle Guidice

Business Director

Brittney Bergeron

Business Lead

Rosalie Jones


Rebecca Riter


Stephanie Park

Communications Director

Asheden Hill

Communications Intern

Anne-Charlotte Troppez


Steve Mottershead

DE&I Program Manager

Carlin Dixon


Jelani Cobb

Director of Business Affairs

Thalia Tsouros

Editor in Chief & Publisher

Kyle Pope

Executive Producer & Associate Director of Production

Tina Lam

Executive Producer & Partner

Heath Raymond

Flame Lead

Dayung Jo

Global Head of Product

Michael Horn

Head Of Production

Elizabeth Keating
John Doris

Influencer Strategist Director

Simone Fenzi

Managing director

Shannon Nunn

Managing Director/Partner of NY & LA

John Skeffington

Motion Graphics Designer

Vivian Lee

Nuke Compositors

Ben Macchiano
Giulia Bartra

Senior Analyst, Marketing & Business Intelligence

Grace Chen

Senior Business Affairs Manager

Anne-Camille Charpié

Sound Producer

Sharon Cha


Artjail / New York

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