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ANDY Awards

Creative Award
New York, United States
Columbia Journalism Review - "Are You Press Worthy?" by ANDY Awards 2023

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TitleAre You Press Worthy?
Agency
Campaign Are You Press Worthy?
Advertiser TBWA\Chiat\Day NY
Brand Columbia Journalism Review
Date of First Broadcast/Publication 2022
Business Sector Newspapers, Magazines, Books
Story Over the last 60 years, the Columbia Journalism Review (CJR) has established itself as one of the world’s most respected voices on press criticism. “Are You Press Worthy?” aimed to strike a nerve by bringing measured, personal context to the inequality in missing persons reporting.
Problem Black people account for over 40% of missing person cases in the US., and White women account for less than one third. Despite this, White women account for over half of missing persons news coverage. This inequality in reporting not only exposes enduring biases in journalism, but also directly harms the missing persons’ chances of being found.
Result Working alongside TBWA\Chiat\Day NY, CJR developed a unique tool allowing people to calculate their press value if they were to go missing, based on current reporting data in America.

Areyoupressworthy.com allows users to publicly share their press value for the world to see. In most cases, the results show vast disparities on how a person would be covered if they went missing, depending on their race, gender, and where they live.
Media Type Case Study
Length
AI Description The ad for the Columbia Journalism Review highlights racial disparities in media coverage of missing persons in the US. It opens with facts about bias in news coverage, notably the 'missing white woman syndrome'. Using data from national databases, the ad showcases an online tool that calculates how much media attention an individual would receive if they went missing. Various people input their information into this tool, revealing significant inequalities based on race, gender, and location. A call to action encourages users to share their 'press value' results on social media, promoting discussion around this issue.