| Title | Are You Press Worthy? |
| Agency | TBWA\Worldwide |
| Campaign | Are You Press Worthy? |
| Advertiser | TBWA\Chiat\Day NY |
| Brand | Columbia Journalism Review |
| Date of First Broadcast/Publication | 2022 |
| 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 |