At the core of the idea we had the goal to reach as quickly as possible a high viral effect and a high level of multiplication with the help of opinion leaders in the media and politics without using paid media.

The campaign was launched a couple of hours after the Twitter shut down by the Turkish Prime Minister Recep Tayyip Erdogan. Reporters Without Borders Germany couldn't let this act pass without comment and needed to react fast.

We created, in just a couple of hours, an impactful statement that stands for the freedom of tweets. By posting it to the social media channels of Reporters Without Borders we could spread the message in no time and use the media Erdogan fears most to raise a public discussion about him and his politics.

Furthermore it is the most discussed post in Reporters Without Borders’ history. It has more than 1,500,000 views, thousands of comments and was even shared by German top politicians. The image was published in articles on a myriad of blogs and websites like the Huffington post and hürriyet (the best known newspaper in Turkey).

Also the numbers of facebook page likes increased by almost 20%.

1. Fast reaction: After Erdogan shut down twitter we came up with an idea that was quick to execute but still powerful. We used a press photo of him, edited it and put a hashtag symbol on his mouth. The symbol that stands for twitter and tweets suddenly becomes a muzzle for the Turkish Prime Minister. By adding the line "freedom of tweets“ we made our message even clearer.

2. Fast coordination with the customer.

3. Posting the final motive to the facebook page of Reporters without Borders Germany

4. Spreading the motive to additional social media channels and other platforms.

All this accomplished in one day in just a couple of hours.

The post initialized what the Turkish Prime Minister Erdogan tried to prevent by all means: a lively discussion on him and his politics.

Furthermore it is the most discussed post in Reporters Without Borders’ history, it has more than 1,500,000 views, thousand of comments and was even shared by German top politicians. The image was published in articles on a myriad of blogs and websites like the Huffington Post and hürriyet (the best known newspaper in Turkey).

Also the numbers of facebook page likes increased by almost 20%.