We reached readers at the precise moment when they were holding a newspaper in their hands and thus created awareness of the work of “Reporters Without Borders” and of the countless journalists who risk their lives on a daily basis in order to provide us with the truth.

We placed our call for freedom of the press in precisely those places people use to read their daily newspapers: in cafés, pubs, bars and libraries.

We, thus, targeted over 200 newspaper sticks, in which we didn't just insert the day’s newspaper, but also a transparent cover over the title page showing pictures of journalists holding their arms in the air, as if being held captive by the newspaper stick. The torture scenes which followed dramatically showed how dangerous the work of reporters still is in many countries on earth, and that free reporting often leads to brutal oppression and torture.

Our campaign to promote freedom of the press earned us a place on the front page of Germany’s biggest daily newspaper, the Frankfurter Allgemeine Zeitung. In addition, the campaign generated a huge amount of PR, and also met with a great response from competitor newspapers. Finally, 'Reporters Without Borders' was able to welcome 50 new members to the organisation in Germany shortly after the campaign, and benefitted from numerous online donations.