Reporters Without Borders DM BULLET PROOF by Serranetga

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BULLET PROOF

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Industry Human Rights
Media Direct marketing
Market Switzerland
Agency Serranetga
Creative Director Samuel Textor
Art Director Pascal Deville
Released May 2013

Credits & Description

Advertiser: REPORTERS WITHOUT BORDERS
Agency: SERRANETGA
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: BULLET PROOF
Screen Designer: Philippe Lehmann (Serranetga)
Copywriter: Samuel Textor (Serranetga)
Film/Foto: Tobias Bühler
Account Manager: Nicolas Hostettler (Serranetga)
Creative Director: Samuel Textor (Serranetga)
Creative Director: Pascal Deville (Serranetga)
Shooter: Rolf Dolder
Art Director: Pascal Deville (Serranetga)

Execution
We targeted the journalists with the publication they read and showed what a secure situation they are in Switzerland – where Press freedom actually exists and protects human rights. They were encouraged to go and help support the NGO to establish the same 'press shield' in other countries.

Outcome
This was a marketing action none of the targeted journalists could ignore. RWB was put on the map among the important target group. The measure resulted in countless responses of the targeted journalists on the website and by email as well as through their social media channels. In addition, a good portion of the (mostly prominent) journalists subscribed as new members.

Implementation
A special edition of the Swiss professional magazine for Journalists (E&K) was sent to selected subscribers – important journalists. Each was shot at with a real gun. Only the print ad on the last page remained untouched. This is where we placed the ad: 'Press Freedom stops violence'. The call to action lead to a microsite, where a film showed the actual shooting of the magazine.

Client Brief Or Objective
Reporters without Borders has a very low awareness among journalists in Switzerland. We were asked to change that with a direct marketing measure targeted at the most influential journalists of Switzerland.