The One Show
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Category
Digital & Online
Annual ID
OS23_PR005G
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.
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
Gold Pencil
Credits
Agency
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
Animator
Gray Fraser
Chief Creative Officer
Joel Simon
Amy Ferguson
Creative Director
Jexy Holman
Nuno Teixeira
Director
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
Engineer
Aaron Jaffe
Head of Production
Elizabeth Keating
John Doris
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
Co-Composer
Rebecca Riter
colorist
Stephanie Park
Communications Director
Asheden Hill
Communications Intern
Anne-Charlotte Troppez
Creative/Director/Partner/Founder
Steve Mottershead
DE&I Program Manager
Carlin Dixon
Dean
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
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
VFX
Artjail / New York
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