Press Freedom is a precondition to any democratic country but it has always been a challenge to the Philippines, a democratic state. In fact, in 2021, the Philippines was the 7th deadliest country for journalist in the world and was ranked 138 in the Press Freedom Index. In this hostile environment, how can the National Union of Journalist of the Philippines express themselves when they themselves were being repressed? This became our challenge.

In this hostile environment where press people were being silenced through libel lawsuits, arrests, red tagging, and even killings, anything you say could be used against you.

So, instead of talking about how the press was being repressed, we decided to show what was happening instead through a medium made ubiquitous by the pandemic – the face mask.

By designing Masked Media, NUJP was able to get the message of press repression seen by the public as Filipinos watching the news for the latest updates on the pandemic saw journalists wearing these masks on television and social media platforms.

And by buying the mask, the public not only became part of the message but also contributed to the Legal Defense Fund to fight for imprisoned and legally embattled press people.

Philippines is a hostile environment for journalists. Government critics can be red-tagged, threatened, sued for libel, and even killed. In any communication, the National Union of Journalists of the Philippines had to be careful because whatever they say can be twisted and used against them.

But what if we visually show what is going on through a medium that was not only legal, but was actually REQUIRED by law – the face mask.

Made ubiquitous by the pandemic, it was a very visible medium that could be used to visually show the message of a press being silenced. Pictures of press people wearing the mask would tell the story without saying a word.

In making the mask available to the public, we not only allowed them to participate in the message but also allowed us to raise Legal Defense Funds for arrested journalists, literally allowing them to fight for press

The mask was designed with a red hand covering the mouth of the wearer.

The background was created using real news clippings about press repression.

It’s easy to put on, easy to see, and easy to spread through a simple selfie.

The first batch of masks were sent to press people. Together, they wore and posted the mask during the Anniversary of Martial Law where we launched the Legal Defense Fund.

The masks were made available to the public through Lazada and Shopee to raise money for the fund and were worn during events such as the anniversary of the Ampatuan Massacre (the single deadliest event for journalists).

To support all this, we posted videos, created an AR version, and used the red hand as a symbol to show those who were silenced. All these prompted more donations that would allow us to literally fight for press freedom.

As soon as Masked Media was launched, the masks immediately sold out on Shopee and Lazada within hours, raising 250,000 pesos and counting for the Legal Defense Fund as well as prompting numerous donations. Even without boosting any of the posts, Masked Media had 266,959 organic impressions, 239,415 organic reach, 40,676 total engagement, and a high engagement rate of 16%.

Most importantly, at the end of 2021, we were able to litigate 6 cases and free 9 arrested journalists including those who were arrested before the Masked Media launch. But the fight isn’t over. Masks are continuously being produced and sold because for as long as there is press repression, there will be Masked Media.