| Title | What the world can't read. |
| Brief | There’s a global war on journalism, with 300 journalists currently imprisoned around the world.But in a troubled world where everyone’s shouting, how can you make people pay attention to the threat against free speech?By putting their faces and their silenced voices in the spotlight.On May 3rd - the World Press Freedom Day - newspaper store Pressbyran collaborated with one of Swedens biggest newspapers, Expressen, to bring attention to the threat against journalism.The newspaper's front page was replaced by empty white space, featuring only the small words ”What the world can’t read.” And regular columns and articles in the paper where replaced with empty articles, bylined with the names and portraits of the many journalists currently imprisoned around the world - making their faces, their predicament and most importantly their silence visible to the world.By letting their silence speak, we brought more attention to the world’s imprisoned and threatened journalists, and the loss their absence means for all of us and democracy round the world.The campaign reached approximately 3 million readers - 30% of Swedens population. |
| Agency |
Åkestam Holst /NoA
|
| Campaign |
What the world can't read.
|
| Advertiser |
Pressbyrån
|
| Brand |
Pressbyrån Sweden's largest convenience and newspaper store
|
| Posted | November 2018 |
| Business Sector | Newspapers, Magazines, Books
|
| Story | There’s a global war on journalism, with 300 journalists currently imprisoned around the world.But in a troubled world where everyone’s shouting, how can you make people pay attention to the threat against free speech?By putting their faces and their silenced voices in the spotlight.On May 3rd - the World Press Freedom Day - newspaper store Pressbyran collaborated with one of Swedens biggest newspapers, Expressen, to bring attention to the threat against journalism.The newspaper's front page was replaced by empty white space, featuring only the small words ”What the world can’t read.” And regular columns and articles in the paper where replaced with empty articles, bylined with the names and portraits of the many journalists currently imprisoned around the world - making their faces, their predicament and most importantly their silence visible to the world.By letting their silence speak, we brought more attention to the world’s imprisoned and threatened journalists, and the loss their absence means for all of us and democracy round the world.The campaign reached approximately 3 million readers - 30% of Swedens population. |
| Problem | Pressbyran (literally The Press Agency) is Sweden's biggest and oldest convience store chain with 300 stores that sells newspapers, snacks and food-on-the-go. The brand has a long tradition of supporting and promoting the freedom of the press. |
| Media Type |
Newspaper
|
| Creative Director |
Magnus Jakobsson
|
| Copywriter |
Filip Laurent
|
| Copywriter |
Julia Sebesteny
|
| Art Director |
Erik Nordenankar
|
| Art Director |
Johan Landin
|
| Photographer |
Isak Lindberg
|
| Client Director |
Lina Engler
|
| Account Manager |
Bella Lagerquist
|
| Account Planner |
Karl Wikström
|
| Designer |
Sara Bellafesta
|
| Designer |
Kenna Magnusson
|
| Graphic Designer |
Jens Broman
|
| Social Media Manager |
Rosanna Hagald
|
