A gun bullet, aimed at a citizen reading a newspaper, is held up by the very newspaper. Because a strong free press can fight the law of the jungle.

We targeted the journalists with the publication they read and showed what a secure situation they are in Switzerland – where Press freedom actually exists and protects human rights. They were encouraged to go and help support the NGO to establish the same 'press shield' in other countries.

This was a marketing action none of the targeted journalists could ignore. RWB was put on the map among the important target group. The measure resulted in countless responses of the targeted journalists on the website and by email as well as through their social media channels. In addition, a good portion of the (mostly prominent) journalists subscribed as new members.