BBC highlights its achievements in first branding campaign in nine years

Hot on the heels of last week's Government White Paper on the future of the BBC, the broadcaster is launching its first brand campaign in nine years. It uses the endline "This is what we do" and aims to lay out the benefits of the corporation.

The campaign, the first since 1997's "Perfect Day", consists of a series of films telling real-life stories of the BBC's achievements, with behind-the-scenes footage across BBC genres.

Created by Fallon, the "BBC stories" campaign launches with four films written and art directed by Juan Cabral, Jez Willy and Al Davis.

The initial executions include "Kabul", which tells the story of the BBC reporter John Simpson and his team's struggle to broadcast from the Afghan capital as it fell to US forces in 2002.

The Government White Paper charges the BBC to produce entertainment, not just "worthy" programmes, and to produce content that offers something distinct from other broadcasters.

Opinion, page 23.