“First and foremost, it was the visuals. Seeing, I suppose, the fear in the journalist's face during that scene.”

“These scenes made me feel like BBC journalists, you know, put themselves on the line, expose themselves to danger so that we can have trustworthy information, and they go out there to the places where they need to go to find out the truth. So that's quite impactful. That made me feel comforted and to admire them.”

“What stood out for me was seeing how easy it is for fake news to be generated and circulated, and that made me very afraid. But it also made me realize how hard the BBC works to make sure that the stories that they transmit are factual.”

“Yeah. I think make me feel positive in a way that we can trust the people that work for BBC that, you know, they're actually really brave because they go to where the action is happening, and they try to bring true information as much as possible, and they try to capture what is really happening. And I think this is good to bring the right information and also to fight the spread of fake information that we can see on social media sometimes. And it makes me feel really inspired that these people, you know, sometimes they are risking their lives just so that in the comfort of our home, we can have access to the rest of the world and what is really happening.”

“At the beginning when I was watching it, I did feel a bit of fear, because it is terrifying the way AI and fake news is out there. But at the end, I felt more, I guess it was I felt like there was a lot of emotions there, in a good way that I was really pleased that they were going out of their way to make sure things were real.”

“So the advertisement I've just watched essentially, it made me feel overwhelmed with all these various scenarios such as AI deepfakes, such as so much information is out there. It's everyone's doing everything to sort of justify conspiracies such as the pandemic, whether it's real. So it's putting a lot of fear. It's putting a lot of doubts in people's mind, what's real, what's the truth, but then BBC came along to give that assurance where it's just like we're actually working 20 fourseven to verify your claims or making sure whether it's the truth. It's all gave you a clarification. So in a world where everything feels overwhelming, we got BBC fighting in the corner to justify and verify claims, working twenty four seven to give you real music gives you that reassurance for me. Because at first, was overwhelmed, didn't know what to expect with so many information sources out there, but which one's real. But I'm glad to build trust as well, which appeals to me. The BBC was saying to that they're going out for the truth, which helps a lot. But I'm still skeptical as people are. You only see the truth with your own eyes, but if it's been verified, if it's, you know, been spoken about and the majority is ruling it as the truth, whether everyone's got their own perception, as it's based on what happened, actions, It's something there. It's a media that's there to get the conversation going at least. So it does give me some sort of assurance that the due diligence is done with whatever comes about.”

“That video initially made me feel quite scared. I'm quite nervous already of what is going on in the world, all the deep fakes and things like that. Obviously, I've got a lot of children, so it concerns me living in a world where they could get in trouble online. So things like deepfake, they scare me. But towards the end of the advertisement, you know, knowing that someone is going to expose any fake news, any fake information, knowing that someone is gonna always check all their sources, makes me feel more relieved.”

“I think the main message is trust BBC whenever the world gives you information overload because they're going out there to verify. And you can trust us because they are trusting our concerns. They're talking to me as a person to say, look, there's all this information out there. Why are you doing it? What do you think? But actually, we're going out on-site to see it for ourselves and we're gonna report back to you so you don't have to worry. We're trying you can trust us. We're addressing your concerns. It the BBC's main part of message means you can trust us with whatever's going on in the world. We'll tell you the truth and don't feel overwhelmed because we're back here working to make sure you feel that peace.”

“I think that's a very powerful ad. I think it it's really quite frightening at the start when it talks about the misinformation and the people believing in conspiracy theories, but then it goes on to make you think more positively that somebody's fighting it and that they will keep going until they get the proper information out of their out of out to the public. I think it yeah. I think it's very emotive, but I quite enjoyed it because it ended on a positive note.”

“It made me feel quite anxious. It was quite intense, quite dystopian at the start seeing all of the kind of issues across the world. It was intense, overwhelming, kind of create a little bit of a sense of panic with the heartbeat sound in the background, but then kind of took a shift towards making you feel almost sympathy and kind of empathy towards the people who work there and who were going to these places to make sure that we can see what's going on in the world and have an understanding of different things in different countries. So then I felt kind of feelings of empathy towards them and what they go through and how hard they work, like, it's saying that they're twenty four hours. It I've kind of felt a human connection with them and a bit of respect. And then towards the end, like a bit like the BBC was quite a trusted voice, which kind of challenges preconceptions about media that I think people have and journalists thinking they're all kind of not good people, but towards the end of that, I felt I almost could trust them because I knew they were working hard and going around the world to make sure that we can get access to information.”

“The scenes with the public arrests, those those scenes those scenes made me feel, should I say more of disappointments or fear or uncertainty? Because it's when you watch it in the news, it seems as though the thing that these things that happen are far away from you, but you never know. It could happen to anyone at any time or anywhere. Even right as I'm looking outside my window, something may happen at any point that that seem those those same things may happen right in front of my doorstep. So I will say the emotion I feel most from the video is fear.”

“I think what stood out to me is just how widespread and prevalent AI fakery is on the Internet, and just it's scary how much misinformation is out there. How scary, how easy it is for people to create it and create it on such a level that fools people. I think what I get from the adverts, I get reassurance, reassurance that the BBC are doing everything they can to make sure that it's legitimate. Everything that they report on is real and accurate is reassuring.”

“At the beginning of that, I was very skeptical because of the dark theme playing in the background and the variety of images showed from war to politics to COVID to these various outcomes, it's like AI deepfakes. This made me very skeptical at the beginning. Like, wow. When you put it all together, it really hits you like what in the world is real? So I felt very skeptical. But then after all that information, I heard I'm sure saw BBC going out their way to give me that reassurance and clarification while I was out there. We're researching. We got dedicated staff. You know, we're out in the live environments getting the truth, we're not just reporting, we're actually there to ask the questions, to ask the truth. It gave me that feeling reassurance that someone is there and it made me feel a lot better because this information overload really stressed me out. I don't know who do I believe but at least I know I've got media outlet within The UK just clarifying the thoughts and perceptions which gives me confidence because someone's out there actually going and asking the main questions and reporting back. So, yeah, I have someone that I can go to and look at the reference cycle, look at what the comments are saying on top of the reference cycles, and then to make a value evaluate the from there.”

“Yeah. So the specific moments or elements in the ad that contributed to the feelings of fear were the initial ones There's the initial fears were the deep fakes, the images of the the face scanning made me particularly scared to know that someone can do that and someone can change your face and make you appear in anything. And those kind of things scare me quite a lot. The relief was when it said that they were gonna work twenty four seven to try and find the truth. That helped, I think.”

“So I would say, like, the first half of the advert was quite fear inducing, I suppose. It makes you kinda question what is real and what's not real. The second half of the advert was much more uplifting and kind of supposed sending that message that you can get valuable trusting information from the BBC. So I like that element of it, and I think it's I suppose it's a good way of making someone, think about it, but I just suppose it depends on if someone is engaged from the start to the end.”

“How did it make me feel? Emotionally, it made me feel a little bit scared about the sheer volume of fakery and misinformation that's out there and just how believable it all is. It's scary. That's how it made me feel. I think during the ad, obviously, I get a sense of reassurance that the BBC are fact checking everything religiously.”

“Wow. Yeah. It's a really hard hitting advert, obviously, for BBC New well, it looks like it's for BBC News. It looks like it might be for the BBC as well. Just the real sort of fight right now between, like, sort of everything that's AI generated, all the fake news that's out there, everything that you see online is not true. Like, we see that probably day in, day out. It's just quite hard hitting. Right? It's like it's just however hard you try and cover reality or the truth, we're gonna try harder to sort of only deliver the facts. Yeah. We're gonna deliver the facts and nothing else than that because that's what the public deserves. So, yeah, really hard hitting. I really enjoyed it.”

“Yes. I I think at the start, I was a bit concerned. I was it made me feel a little uncomfortable because it so clearly showed all these instances of fake, deep fakes, fake news, in unsubstantiated claims, and the like. And then I felt inspired when the BBC element came in that the BBC is a force for truth. The BBC is a force for impartiality. We saw journalists that we know like Lisa Doucette and Clive Myrie and his voice was there. So I felt inspired and comforted in the second part. In the first part transfixed and quite surprised but shocked as well at the level of noise that is out there and fake news etcetera.”

“It brought about a sense of trust for me in, seeing people in these intense situations, and kind of made me feel like they're working hard to make sure that I can have access to information, knowledge, media from around the world in difficult situations and kind of made me think about how hard they work when it says that they're kind of twenty four hours around the clock working so that I can have access to this information and knowledge and news and updates. So I am more inclined to engage with BBC content, and I think it evoked a sense of trust in the content that they provide.”

“I think they they strike at the heart of the issue. I mean, it's like with the, you know, with the spread of the of the BBC of of the spread of the fake news. The main message that the BBC is trying to make here is that, you know, they are a trusted source, and, they always try to verify news that has been spread on social media, you know, and try to get, the the the truth in front of the public.”

“Did I feel any of the emotions, like, trust or anticipation? So when the ad shifted the attention to the BBC's commitment to fact checking, that's when I felt like that's when, like, my emotions changed. It was, like, more about trust and, like, oh, okay. Giving, the b b like, having more confidence in the BBC. I know they're on independent group, but I just think recently with things like Gary Linacre and, like, reporting on, the guards of war and stuff like that, I didn't have that much, I think, trust sometimes in the BBC, not like they were promoting lies. It was just more like they were just reporting what they wanted to report on. So watching this, I think it just makes me feel more confident in other news they're reporting. And, yeah, it gives me, like, a positive perception of the BBC that they're not just reporting things that are just sent to them straight away. They are fact checking. They are checking the authenticity of things that they're sending and, that they're being sent or reporting on.”

“So overall, I feel like the advert was very intense. It felt as if there was kind of real almost urgency and kind of it almost felt as if something was potentially going wrong that we were kind of that the BBC were responding to. Overall, it made me feel, yeah, a bit on edge and a bit tense. I think it was quite interesting the use of kind of it talks directly to you. So kind of saying like, you know, it's your responsibility and we don't rest for you. I think it almost that kind of call to action if you like and that kind of speaking specifically to you as the person watching kind of made it feel as if the the people at the BBC who are kind of looking for misinformation and disinformation etcetera are kind of targeting you as a person, as someone who spreads misinformation. With that said, I feel like the message that, you know, the BBC can be trusted to understand and to get to the bottom of the truth came through really strongly. I think there was really kind of powerful use of imagery there. Imagery that kind of made me feel as if yes, if there was it it almost felt like it was kind of a desperate situation. Like, there was, you know, like kind of scenes of war and horrible things that you kind of see online that perhaps you you know, you don't necessarily want to see kind of that that imagery gave me this kind of like tense feeling. I think additional things I would point out is I really liked the kind of common thread throughout of the BBC presenter and kind of how they get the news presenter and kind of how they're getting ready to deliver the news, then you could really feel kind of their passion. I believed in that passion of kind of explaining that, you know, they work overnight and this type of thing to make sure that they, you know, they get the truth and impartial truths. So that was good. Think but overall, I think it was a very intense ad and I don't know it it yeah. It's not something that I kind of remember fondly and enjoyed watching. It's more of an advert that kind of roused my attention, but made me feel almost a little bit nervous once I'd finished watching it.”