| Title | A High Price |
| Brief | Every year, hundreds of journalists are jailed and others subject to threats and assault. They pay a high price for freedom of expression. Our challenge was to raise awareness of this pressing issue and attract new supporters for Civil Rights Defenders. We thought it was time for everyone to pay a high price but in a different way; by creating the world's most expensive article. Written by Pulitzer Prize winner, Esther Htu San, it was published behind a paywall with a subscription fee of one million Swedish crowners, the article was a symbol of the high price Esther, along with other journalists around the world have to pay. Activated through social and earned media, the conversation sparked huge interest with thousands of people contributed to the crowdfunding effort. The original target was exceeded with 100% with over one million SEK raised and the article unlocked in only four weeks. |
| Agency |
Prime Weber Shandwick
|
| Campaign |
A High Price
|
| Advertiser |
Civil Rights Defenders
|
| Brand |
Civil Rights Defenders
|
| Posted | January 2021 |
| Business Sector | Charities, Foundations, Volunteers
|
| Story | Civil Rights Defenders partner with and support human rights defenders who work in some of the world’s most repressive regions on four continents. Through advocacy, litigation, and public campaigns, we advance people’s rights globally. Civil Rights Defenders also act as Sweden’s watchdog civil rights group. |
| Media Type |
Digital
|
| Creative Director |
Petter Lublin
|
| Production Company Producer |
Marcus Bjellder
|
| Art Director |
Christoffer Lind
|
| Copywriter |
Inez Härneman
|
| Communications Director |
Maria Granefelt
|
| Project Manager |
Johan Harlén
|
| Graphic Designer |
Viktor Halldén
|
| Production Manager |
Sandra Brännfors
|
| Developer |
Emil Hagbo
|
