CNN and Samsung launch global campaign about technology – Media Update

CNN and Samsung launch global campaign about technology – Media Update

Through the branded film series Better Tech For All and brand alignment with the editorial initiative, the ‘Tech for Good’ campaign will connect Samsung with CNN’s global audiences to showcase how people have used innovative technology to empower themselves and their communities.

‘Better Tech For All’, a branded content series produced by CNNIC’s award-winning global brand studio Create, follows a common theme of innovations that allow people to thrive and overcome challenges through technology.

The first film Signed with Love features David Cowan, an expressive deaf sign-language interpreter who has helped official state announcements from Georgia in the United States. Cowan has been interpreting for the deaf audience for almost 30 years.

He reveals how technology has made information more accessible and improved the quality of life of the deaf community. As part of CNNIC’s commitment to sustainability, Create has joined the Advertising Association’s Ad Net Zero initiative and this is Create’s first film to be produced carbon neutrally using the Albert carbon calculator to reduce carbon footprint.

In addition, the ‘Tech for Good’ series has been launched for the second year in a row, in partnership with Samsung. Hosted by CNN anchor and correspondent Kristie Lu Stout, the second season of the campaign launched in July 2021 and consists of four 30-minute episodes.

They will be airing until November across CNN International TV, with extra content on digital and social platforms, and will be exploring how technology is helping both people and wider society in everything from education to sustainability.

“It is always a privilege to partner with an industry leader like Samsung for an inspiring cross-platform initiative that showcases the power of technology,” says Rob Bradley, senior vice president, CNN International Commercial.

“Powering quality storytelling with the use of data insight and analytics makes for an innovative solution that will connect brands with key audiences around the world. We look forward to this collaboration inspiring CNN’s audiences to think about the future and improve the lives of others by creating technology for good,” concludes Bradley.

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