Reporters Without Borders: Newspaper Sticks

May 19, 2014Filed under Media, Direct Marketing and Public Interest, NGO

Our campaign to promote freedom of the press earned us a place on the front page of Germany’s biggest daily newspaper, the Frankfurter Allgemeine Zeitung. In addition, the campaign generated a huge amount of PR, and also met with a great response from competitor newspapers. Finally, “Reporters Without Borders” was able to welcome 50 new members to the organisation in Germany shortly after the campaign, and benefited from numerous online donations.
Creative Execution:

To draw attention to this deplorable state of affairs, we placed our call for freedom of the press at the precise spot where people look for the latest news from around the world every day: the front page of Germany's most important newspaper, the Frankfurter Allgemeine Zeitung (FAZ). On 3 May, World Press Freedom Day, we didn’t just insert the daily newspaper into newspaper sticks of cafés, pubs, bars and libraries, but also a transparent cover over the title page showing pictures of journalists holding their arms in the air, as if being held captive by the newspaper stick. The torture scenes which followed dramatically showed how dangerous the work of reporters still is in many countries on earth, and it’s not a given that one can read the latest news from around the world in your daily newspaper. The nationwide guerrilla action ensured wide coverage in the media and gained many new supporters for "Reporters without Borders".
Insights, Strategy And The Idea:

Being able to sit in a café and read news hot off the press from all over the world isn’t something that just happens of its own accord. In many countries, journalists risk torture and oppression for the sake of the truth. We were tasked with spreading this urgent message on behalf of “Reporters Without Borders” and gaining new backers for the human rights organisation.

Advertising Agency:Leo Burnett Frankfurt, Germany
Chief Creative Officer:Andreas Pauli
Creative Director:Hans-Juergen Kaemmerer
Senior Copywriter:Benjamin Merkel
Senior Art Director:Hugo Moura
Photographer:Dieter Roosen
Head Of Public Relations:Katrin Kester
Agency Producer:Netti Weber
Artbuyer:Cornelia Richter
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