Selected opinion leaders across Germany received a call on their mobile phones. A “call in absence” was left on their phones via special mobile calling software. Upon calling the number back, they were shown a video stream. This video shows a reporter’s desperate pleas for help because he was kidnapped in a country with limited freedom of press.

The usage of the mobile phone as a media channel offered the opportunity to address a very specific and exclusive group of multipliers despite a media budget of 0 Euro. Thus, through telephone calls and video streams we were able to reach 150 opinion leaders and journalists of whom 23 contacted the Reporter Without Borders for more information and 12 reported on the promotion of Reporter Without Borders.