Reporters Without Borders: THE VOICE by Publicis Brussels, Rabbit Content for Reporters Without Borders

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Reporters Without Borders: THE VOICE

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Industry Public awareness, Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper, Direct marketing
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Art Director Daniel Vandenbroucke
Copywriter Kwint Demeyer - Marleen Galle
Photographer Getty Images, Keystone, Image Plus
Account manager Mikaël Ogor
Strategic Planner Vincent D’Halluin, Tom Theys
Editor Jan Hameeuw
Agency Rabbit Content
Released April 2011

Awards

Eurobest 2011
PR Best use of digital PR Bronze

Credits & Description

THE TALKING PRINT AD - KADHAFI
Advertiser/Client: REPORTERS WITHOUT BORDERS
Product/Service: NON GOVERNMENTAL ORGANISATION
Entrant Company: PUBLICIS BRUSSELS, BELGIUM
Advertising Agency: PUBLICIS BRUSSELS, BELGIUM
Copywriter: Kwint Demeyer (Publicis)
Art Director: Daniel Vandenbroucke (Publicis)
Creative Director: Paul Servaes (Publicis)
Creative Director: Alain Janssens (Publicis)
Agency Producer: Dominique Ruys (Publicis)
Digital Account Director: Nadia Dafir (Publicis)
Web design Development: Denis Evlard (Publicis)
OUT: Sebastien Desclée (Publicis)
Account manager: Mikaël Ogor (Publicis)
Strategic Planner: Vincent d’Halluin (Publicis)
Strategic Planner: Tom Theys (Publicis)
Photographer: Getty images (Getty images)
French Translator: Fabrice Storti (Publicis)
English Translator: Richard Wells (Publicis)
Shooting/Editing: Dimitri Ryelandt ()
Sound Studio: (Think'n Talk)
Production Company: (Rabbit Brussels)
Director/Producer: Gunther Campine ()
Executive Producer: Ruben Goots ()
Director of Photography: Kassim Ahmed ()
Editor: Jan Hameeuw ()
Visual Effects/Post production: (The Fridge)
Sound Design: Yves De Mey@Sonicville ()
Fench Translator: Fabrice Storti ()
English Translator: Richard Welss ()
Results and Effectiveness:
Our campaign flew all over the world, reaching people far beyond Belgium. We thought it was most interesting to see how people from Iran and Lybia, who found a clear symbol for their own battle in our campaign, spread the ad massively. It was largely shared on social networks and made people speak about the matter of ‘press freedom’, one of our main aims. The first results also show a peak in the sales of the RSF book (donations 25% up), as well as a big progress in the number of Twitter/ Facebook followers. Since we launched this campaign after the death of the 2 photographers in April, it is too early to quantify the exact impact of the campaign, but it looks like it will be huge.
Creative Execution:
We wanted to reach traditional newspaper readers, as they value independent journalism, but might not realize how dangerous a journalist’s life can be in some countries. Since we had true stories to tell, we had to find a way to reach newspapers readers and tell them true stories. That’s when we came up with the idea of merging the forces of 2 worlds: the stopping power of a powerful image in a press ad, combined with the unique opportunities of mobile/ digital communication. This didn’t only enable us to tell the true stories of the journalists in a compelling way. It also gave us the chance to redirect people to our website, where they could learn more about our activities. And where they could support us by ordering the book “100 pictures for press freedom”.
Insights, Strategy and the Idea:
Press freedom seems more than normal for people living in Belgium. The death of two photographers in Lybia last April painfully showed us that press freedom is still in danger. Reporters Sans Frontières (RSF/ Reporters without Borders) wanted to approach people in a direct way to show them why press freedom is important for everyone.
We created the first talking print ad. The ad showed a predator of press freedom (Gadaffi, Putin, Ahmadinedjad) , with a QR code in the bottom corner. By scanning this code and putting your iPhone on the mouth of the predator, you could hear a journalist tell the true story of that country.