Personas

Claire is a 33-year-old manager from Whitby who was emotionally moved by the BBC ad’s urgent message about misinformation and the challenges of the modern media landscape. The visuals and tone made her feel the gravity of the situation—she described feeling scared, but also inspired by the BBC’s willingness to confront uncomfortable truths.

Claire is motivated by a desire for clarity and honesty in news. She values sources that are not afraid to show the realities of the world, even when they are difficult to watch. The ad mobilized her to recommend the BBC to others and increased her interest in engaging with its content. For Claire, the need for trustworthy, transparent journalism is paramount, and she is energized by media that takes a strong stand against misinformation.

David is a 32-year-old senior professional living in London, who has long relied on the BBC as his primary news source. The BBC ad served as a powerful reaffirmation of his existing trust in the organization’s impartiality and commitment to truth. David already values journalistic integrity and sees the BBC as a bulwark against misinformation, so the ad did not prompt new behaviors but reinforced his loyalty.

He is motivated by a need for credible, impartial news and appreciates transparency in how stories are reported. David’s engagement with the BBC is habitual and deep-rooted; he is the kind of viewer who seeks assurance that his trusted news source continues to uphold high standards. The ad’s message resonated, but for David, it was more a confirmation of what he already believes than a call to action.

Jess is a 38-year-old financial crime investigator living in London. He was immediately drawn to the BBC ad’s depiction of investigative journalism and the pursuit of truth, feeling a strong professional and personal connection. The scenes of journalists fact-checking and analyzing data resonated deeply with his own work in cybersecurity, making the ad feel not just relevant but inspiring.

Jess values transparency, rigor, and the process behind news production. He enjoys seeing the behind-the-scenes effort that goes into uncovering the truth, and this ad reinforced his trust in the BBC. Unlike some viewers, Jess is motivated to share the ad with colleagues and friends, believing it could inspire others to appreciate the importance of fact-checking and credible journalism. He is likely to increase his engagement with BBC content and feels a renewed sense of pride in supporting a news organization that aligns with his values.

Sophie is a 27-year-old manager from Manchester who approaches news and advertising with a critical, protective mindset. Watching the BBC ad, she was struck by its serious and sometimes unsettling tone, which made her feel uneasy, especially when considering how it might affect younger viewers like her son. While she recognizes the importance of the BBC’s message about fighting misinformation, she wishes the delivery had been softer and more approachable.

Sophie values credibility and relevance in news, but she is sensitive to tone and emotional impact. She prefers content that is informative without being overwhelming or frightening. The ad did not change her behavior or increase her engagement with the BBC, as she already trusts the brand and consumes its content regularly. For Sophie, the need for trustworthy information is balanced by a desire for news that feels accessible and family-friendly.