Cablefax The Magazine October 2022 - 65

ADVERTISING CAMPAIGN
We Are CNN | CNN Worldwide
This marked CNN's first multi-platform brand campaign
highlighting the news powerhouse's achievements and
continued work in around the world in diversity, equity
and inclusion. " This is the screen where it happens, "
proclaims the opening line of its 30-second spot. Images
and video of a diverse cast of people-on-air and behindthe-scenes-cascade
as a voiceover concludes: " This is
journalism that reflects the world we live in. "
" We Are CNN " is a play on the " This is CNN " tagline famously
voiced by James Earl Jones. The initiative also includes
a four-minute video, " We Are CNN: The Work That
Continues. " It begins with founder Ted Turner describing
CNN's vision at launch. " We hope that the Cable News
Network will bring a better understanding of how people
from different nations can live and work together in brotherhood,
in kindness and in peace, " Turner says while video
shows images of CNN employees and people from around
the world.
The campaign itself was a global project, with more than
60 shoots in six countries to film CNN's correspondents,
anchors, producers and executives. Rather than hire an
outside firm, CNN relied on its internal photojournalists
and cinematographers to capture the footage.
Launched in September 2021, the campaign rolled out
globally across television, digital & social platforms. It
quickly garnered media attention, including an interview
in The Hollywood Reporter with Johnita Due, CNN's Chief
DEI Officer.
The campaign has the added benefit of working well for
recruitment usage at DEI and journalism industry conferences.
Indeed, CNN continues to use the initiative on-air,
for industry activations and at various events. Just like
the title of the short film, " We are CNN: The Work That
Continues, " the campaign is an ongoing effort to highlight
diversity across the company, including race, gender, ethnicity,
LGBTQ, diverse abilities and other aspects of social
identity.
D&I MENTORING PROGRAM
Disney TV Animation Writing Program
Over the past three and a half years, this program has
placed more than 30 junior writers from underrepresented
groups into Disney TV Animation writing jobs. Created by
Disney exec Jay Francis, the initiative seeks to develop talent
with a wide range of backgrounds to become the next
generation of creative leaders at the division.
Disney Television Animation has helped create an environment
for programs such as the Animation Writing Program
to flourish. It holds fast to its mission statement: " Disney
Television Animation is a creative community of visual storytellers
who celebrate and embrace the magic of Disney. "
We know magic knows no boundaries, so it only makes
sense that Disney TVA wants to make sure the keys to the
kingdom are available to all.
This past year, Francis, VP of Original Series and Diversity
at Disney TVA, added a monthly writing lab in which
writers are challenged to take a deeper dive into story,
character, structure and theme. The program also added
a mentorship component, with writers meeting with a story
editor, executive producer, showrunner or staff writer.
They also join monthly sessions and workshops centered
around topics such as " How to Pitch a Show. " Eventually,
participants get the opportunity to shadow story artists;
CablefaxDiversity.com
storyboard an assigned section of an episode; and create,
pitch, and execute short-form content ideas. The goal is to
graduate with 3-4 storyboards, several short form ideas
and the opportunity to pitch an original idea to the development
team.
The surest sign of success is that several candidates have
already moved on to working on Disney Branded Television
shows, including Travis Andres, who is an Assistant/
Coordinator at Disney TV Animation; Mary Bronaugh, who
joined the five-time Emmy-nominated Disney Channel
Show " Big City Greens " as an Apprentice Writer; and Walinase
Mbekeani, who worked as an Apprentice Writer for
the upcoming Disney Junior series " Firebuds. "
October 2022
65
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Cablefax The Magazine October 2022

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