Reporters Without Borders Promo, Case study CAPTURED INFORMATION by Publicis Brussels

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Belgium
Agency Publicis Brussels
Executive Creative Director Paul Servaes
Creative Director Alain Janssens
Art Director Najate El Achari
Copywriter Jérôme Van Den Broeck
Client Service Director Sebastien Desclee
Released March 2012

Credits & Description

Category: Best Use of Screens
Executive Creative Director: Paul Servaes (Publicis Brussels)
Creative Director: Alain Janssens (Publicis Brussels)
Copywriter: Jérôme Van Den Broeck (Publicis Brussels)
Art Director: Najate El Achari (Publicis Brussels)
Art Buyer: Laurence Maes (Publicis Brussels)
Client Service Director: Sébastien Desclée (Publicis Brussels)
Account Manager: Mikaël Ogor (Publicis Brussels)
TV Producer: Marc Van Buggenhout/Dominique Ruys (Publicis Brussels)
Planner: Tom Theys (Publicis Brussels)
Montage: Luc Penasse (RTL)
Media placement: TV - RTL-TVI - 03/05/012
Media placement: Radio - Bel RTL, Radio Contact - 03/05/012
Media placement: Press - LA Libre Belgique - 03/05/012
Media placement: Online - 5 Major News Sites - 03/05/012

Insights, Strategy & the Idea
In Europe, press freedom is often taken for granted. But in some countries a journalist can be thrown in prison for a single offending word. Reporters Without Borders wants to increase awareness for the press freedom problem but how can we make this tangible for a Belgian audience?

Jailing or killing a journalist removes a vital witness to events and thus threatens the right of us all to be informed. On May 3rd -Press Freedom Day - we showed Belgians what their world would look like without journalists.

When a journalist is locked up, you are locked out of information.

Creative Execution
When a journalist is locked up, you are locked out of information.

To spread this message, we worked with popular media channels in Belgium. The idea: to temporarily block the information for their audience. To literally hijack the news in prime time.
On May 3, the pm news on RTL-TVI opened as usual, but fell flat right after the titles since there was no newsreader on the set. The same day, the homepages of 5 major news sites were simply black. When the news began on the radio stations Bel RTL and Radio Contact there was no journalist behind the microphone. 5,000 copies of the newspaper La Libre, distributed among politicians and opinion leaders, were sealed with a sticker.

All the actions were signed off with the line, 'Each time a journalist is imprisoned, it’s your right to know that is being locked up.’ People were directed to the RWB's website for more information and donations.

Results and Effectiveness
In 24 hours we reached 40% of Belgian population.
Campaign was shared on social networks and really got 'press freedom' on the public agenda.
We reached a click through of 4.3% (average is < 2%).
RWB’s website reached unseen peak of over 100,000 visits in 3 days.
But the most positive and emotional reactions came from journalists themselves. Since we were using their own media in such a striking way, awareness of RWB rose to 100%. In just 1 day, RWB managed to reach their 3 target audiences in the heart - politicians, journalists and the public - with a very small budget.