The campaign features an interactive digital billboard on the corner of Broadway and 50th Street, which has a picture of illegal immigrants being stopped at a border control and invites passers-by to text in whether they should be considered "citizens" or "criminals".
Similar decisions passers-by are asked to vote on are whether US soldiers are "occupiers" or "liberators" and if bird flu is "imminent" or "preventable". Updated tallies will be broadcast on radio station WFAN and on the poster display.
Also being used is a creative that involves posters that wrap around the corners of buildings under the slogan, "See both sides of the story". This has been designed so that the entire story can only be seen when looking at both sides of the building.
The creatives have been designed to convey the channel's key messages of impartiality and global content.
A further advertising push, which launches on June 5 under the slogan "News beyond your borders", aims to hammer home the global focus of the channel with posters on commuter trains and newspaper ads.
Seema Kotecha, head of marketing at BBC World, said: "Research shows us that American viewers are increasingly interested in international news, yet most US news networks are spending less airtime on international news stories.
"We hope to fill this gap in the market and are delighted to have the opportunity to bring our 24-hour global coverage and analysis to North American shores for the first time.鈥
The advertising campaign, created by BBDO New York, is being supported by PR activity, handled by Interpublic's Weber Shandwick. WPP's Mediaedge:cia handled media planning and buying.
BBC World is available throughout Cablevision's New York metropolitan area.
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