BBC aims to earn our trust

A new campaign from BBC Creative is an impactful film that uses stock footage and additional text to explain the importance of the BBC's editorial guidelines.

These guidelines include an emphasis on accuracy, validation, corroboration and the first hand witnessing of events.

Directed by Billy Boyd Cape through Academy London, and edited by Stephen Dunne through tenthree, the two-minute spot takes a leaf out of some of the New York Times' recent campaigns, focussing on documentary images, on-screen text and clever sound design to tell an important and compelling story about the ongoing war in Ukraine and about the importance of trust in a news provider.

'If you know how it's made, you can trust what it says' explains the endline of the film.