Press freedom is indispensible for everyday democracy. The death of two photographers in Libya in April 2011 made it very clear that press freedom is still in danger.
Reporters Without Borders created three newspaper ads that talk.
The bottom right of all newspaper ads featured a QR code. Readers scanned their smart phone over the code and were directed to a movie showing the lips of a journalist who’s reporting the realities of what’s occurring in Libya, Iran or Russia. The campaign ended with the line, Because there are mouths that will never speak the truth. Reporters Without Borders. For press freedom.
Readers were then re-directed to a website where they can find out more about press freedom.
Donations rose by 25%
The awareness of the organisation got an enormous boost.
The topicality of the newspaper ad in relation to the fight for democracy gave the campaign wide media exposure and talkability regarding the importance of press freedom.