what has soft power taught me about campaigns?

Sometimes it's not the direct things that wins people over. It can be the BBC. Or Bollywood. As a talented comms officer from Tunisia who worked for the UK Foreign and Commonwealth Office reveals.

by Kacem Jlidi

Picture this: a 16 year old boy from Morocco going to the hairdresser to get a 'David Beckham' haircut or doodling all sorts of tattoo shapes on his textbook while in class.

Imagine this South African 48 year old lady spending her evenings binge-watching Bollywood movies and gasping at the sight of her favourite Indian actor’s dancing.     

Wouldn’t you agree that those are basic examples of successful brand engagement – ones that went beyond geographical limits? 

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from mena with love

I was hugely privileged to be able to chair and facilitate #MENAcomms14 with Dan Slee recently, on behalf of the Foreign Office, having been approached to get involved in their annual get-together of Middle East and North African comms and digital people.

By Darren Caveney

The event, which took place in beautiful Amman, was a real eye-opener - stimulating and fascinating in equal measure

I left MENAcomms14 with huge respect for our Foreign and Commonwealth Office colleagues for the work they deliver and the manner in which they tackle some of the biggest issues on the planet.

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