The Broadcasting Commission of Jamaica (BCJ) has received two Gold Muse awards in the International Muse Creative Awards Competition for 2018.
The BCJ advertisements that received awards were the very popular ‘Pinchy Dead’ video, which warns against fake news, and the BCJ’s most recent release – ‘Ordinary People’, which warns parents to be more aware of what their children are viewing online. This year’s Muse winners also included Porsche and ‘Summer Set Free’, which featured Usain Bolt.
‘Pinchy Dead’, which features popular local vlogger and recording artiste Bella Blair, was created for online and has also been adapted for local free-to-air television. The communication is one of the first in the world to address the problem of fake news and encourages online users to be more careful when consuming and sharing content online. The video has received rave reviews from critics, newscasts, and the wider public. It was viewed on social media more than two million times and shared more than 8,000 times within the first month of release.
The BCJ’s ‘Ordinary People’ is designed to remind parents that young people are now accessing content across multiple devices. It is a wake-up call for greater parental responsibility and parental guidance.
Professor Anthony Clayton, chairman of the BCJ, said fake news was now a global problem and that more than 30 countries had reported attempts to manipulate their election outcomes with fake news. He added that media regulators around the world were now looking to the BCJ, which had taken a leading role in fighting these abuses.
“These international awards recognise the commission’s ability to respond creatively to modern-day digital literacy issues in a manner that has global appeal,” said Cordel Green, executive director of the BCJ.
“We recognise the breakthrough achievement of designers, marketers, artists, writers, photographers, videographers, and digital experts who set the trends of the global creative industry,” said Kenjo Ong, president for the International Awards Associates (IAA), which administers the Muse Awards.