The One Show

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2023 One Show - Interactive, Online & Mobile

Are You Press Worthy?

Agency TBWA\Chiat\Day NY / New York

Client Columbia Journalism Review


Websites / Desktop & Responsive

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: 3




TBWA\Chiat\Day NY / New York

Client / Brand

Columbia Journalism Review / New York
Hilton / Virginia

Production Company

1stAveMachine / New York

Music / Sound Production Company

BUTTER Music and Sound / Brooklyn
JSM Music

Post Production Company

Rare Medium / Brooklyn
Redslash / New York

Art Director

Anika Grube


Alexa Padron


Gray Fraser

Chief Creative Officer

Andrew Sherman
Joel Simon
Amy Ferguson

Chief Marketing Officer

Mark Weinstein

Director of Photography

Jordan Parrot
Alex Hass


Jonah Oskow

Executive Creative Director

Dan Zank
Myron Nilsson

Music Supervisor

Ryan Alons

Associate Creative Director

David Stevanov
Pedro Sampaio

Associate Producer

Zach Stimell
Kaitlyn Dutchin

Chief Executive Officer

Nancy Reyes
Rob Schwartz


Aaron Jaffe

Global Executive Creative Director

Gabriel Cheung

Senior Copywriter

Pieter Claeys

2D Artist

Dylan Nett
Rushabh Madalkar

2D Lead Artist

Kieran Hanrahan

Assistant Camera Operator

Craig Helfer

assistant editor

Saiara Mashiat

Associate Director, Marketing & Business Intelligence

Gabrielle Guidice

Audio Engineer/Mixer

Corey Bauman

Business Director

Brittney Bergeron
Emily Downs

Business Lead

James Sparano
Rosalie Jones

Chief strategy Officer

James Sowden


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

Director, Global Enterprise Marketing

Ryan Kasperski

Editor in Chief & Publisher

Kyle Pope

Executive Director, Digital & Social

Anthony Hamelle

Executive Producer & Associate Director of Production

Tina Lam

Executive Producer & Partner

Heath Raymond

Executive Strategy Director, Social & Content

Lesley Parks

Finishing Editor

Eric Bigman

Flame Lead

Dayung Jo

Global Head of Product

Michael Horn

Head Of Production

Elizabeth Keating

Manager, Social Strategy

Emily Bishop

Managing Director/Partner of NY & LA

John Skeffington

Nuke Compositors

Ben Macchiano
Giulia Bartra

On Set Editor

Trevor Hicks

Partner & Executive Producer

Sam Penfield

Post producer

Asia Vo

Production Designer

Brittany Ingram

Sound Producer

Sharon Cha


Artjail / New York
Gloss VFX / New York
Mill VFX / New York

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