In many countries, censorship still is a strong reality. To engage more and more people in this issue, we created an online movement for freedom of speech: Censored Tweet. At first, the user was surprised by a tweet made only by black bars and a non-identified link in his Twitter feed.

After clicking on the link, the user was taken to the campaign website and the concept message was revealed: “In many countries, this is what happens with who try to express themselves.”

On the website, the user was invited to make his own tweet to keep the movement going, each tweet making the cause grow stronger.

In just over 20 days, more than 12 million people were impacted on Twitter alone.

Censored Tweets were made in 117 countries.

Celebrities and opinion-makers in different countries spontaneously joined the campaign with their tweets and free coverage was generated in newspapers, radios, TV channels, social networks, as well as websites and blogs from all over the world, achieving a media worth of over $658,000 with close to zero investment (less than $3,000 budget exclusively for production and registration of the website/tool).

In just a few days a global campaign was born with huge visibility led by the people and all this PR, bringing censorship back into the spotlight.

A tweet with special characters that simulated black bars of censorship – generating curiosity – followed by a non identified link was suddenly seen on the user’s Twitter feed. After clicking on the link, users were taken to the campaign website developed in 7 different languages that automaticaly recognized the location it was being accessed from.

On the website, users were impacted with the message and invited to participate in the movement by publishing their own censored tweets in their feed, with one click. That way users became embassadors of our cause to their followers.

In just over 20 days 12 million people were involved on Twitter alone. (Source: Scup and Social Ping). Censored Tweets were made in 117 countries. (Source: Scup and Social Ping). Spontaneous media coverage was generated in newspapers, radios, TV channels, social networks, websites and blogs from all over the world, with a media worth of over $648,000. All of this was achieved in a few days and with 1 tweet and a website/tool that cost less than $3,000 dollars to register and produce.