THE BLANK FRONTPAGE by Scholz & Friends Berlin for Reporter Ohne Grenzen

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THE BLANK FRONTPAGE

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Germany
Agency Scholz & Friends Berlin
Creative Director Marc-Philipp Kittel, Pedro Sydow
Art Director Stefan Schabenberger
Copywriter Tobias Rabe
Released May 2010

Credits & Description

Category: Best Use of Print
Advertiser: REPORTER OHNE GRENZEN
Product/Service: REPORTERS WITHOUT BORDERS
Agency: SCHOLZ & FRIENDS
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: May 3 2010
Entrant Company: SCHOLZ & FRIENDS, Hamburg, GERMANY
Chief Creative Officer: Matthias Schmidt (Scholz & Friends)
Creative Director: Marc Kittel (Scholz & Friends)
Creative Director: Pedro Sydow (Scholz & Friends)
Art Director: Stefan Schabenberger (Scholz & Friends)
Copywriter: Tobias Rabe (Scholz & Friends)
Account Manager: Sarah Schulte-Herbrueggen (Scholz & Friends)
Account Manager: Mareike Felten (Scholz & Friends)
Account Manager: Sebastian Vetter (Scholz & Friends)
Media placement: print-ad / blank front page - Die Welt, Die Welt Kompakt (Daily Newspaper) - 03.05.2010

Insights, Strategy & the Idea
The German section of Reporters Without Borders “Reporter ohne Grenzen“ had one clear task for the Day of International Press Freedom: Point out that while censorship still exists throughout the world Press Freedom can’t be taken for granted.

The challenge was to make the entire German population care for something that basically doesn’t exist in their country. Something most people never had to experience. Until May 3rd, when we brought censorship back to Germany.

Creative Execution
To illustrate how the violation of Press Freedom would increase each and every person’s life, we got hold of their first source of information: their favoured daily newspaper. Cooperating with “Die Welt“ and “Welt Kompakt“ we had these two big German newspapers being released with completely blank cover pages. Only a small advertisement was put up to communicate our message: This is how your newspaper would look without Press Freedom. The ad linked to the organisation’s website. Also the initiative was featured on the newspaper’s website www.welt.de.

Results and Effectiveness
The newspaper’s total circulations summed up to 265,000 – the total hits on the “Reporter ohne Grenzen” website increased by 700 % to 270,000 on the release date. In May donations went up by 63 %. Furthermore the initiative was widely featured and discussed in other newspapers, such as Bild, Germany’s largest newspaper, as well as on various online and social media platforms (Facebook, Twitter) and on German National Television.