Al Arabiya’s forceful “Know More” advertising campaign, designed by Grey Worldwide, kicked off at the end of June 2007 to emphasize Al Arabia’s commitment in providing reliable and credible information. Based on a concept of ideology-free news, the print ads feature the news channel journey: depicting political and socio-economic scenes, interpreting the events in people’s daily lives with the belief that changing individual perceptions can lead to societal change. Since the channel’s debut five years ago, Al Arabiya has become renowned as one of the Middle East’s most reputable news organization, along the way changing viewers understanding of Arabic-language media. Crucially, it has maintained its image as one of the most knowledgeable and ethical broadcasters. “Know More” is a rallying cry for the voice of the Arab identity. It is the lens through which Al Arabiya global news coverage is framed.
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