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 behind-the-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.