The public scream at organisations, not individuals.  If we get them to look at the people behind the programmes, they will be far less dismissive and far more trusting We could hit them with our biggest faces, or for greater personalisation, could we do this with backroom staff?  A Director, Cameraman, Makeup Artist, Floor Manager, Editor, Producer.   Real people, with real lives. 

Premise:  Interview staff and ask them how their home life relates to their life at Sky News, through the prism of Integrity, etc. 

Creative: Film them static, but ‘living’ (no performance required) against blod brand colours and tell their story through typography.