The objective was to create a key visual that calls attention to the distress of imprisoned journalists and raises awareness as well as donations.The solution: We placed a 2x3 meter model of a prison cell at a highly frequented location in Berlin. Its message: “In over thirty countries press freedom measures 2x3 meters only.” The news coverage of this prison cell in TV, newspapers and the Internet reached over 16 million people. The number of sustaining members increased by 40% and the donation revenue by 10%.

On World Press Freedom Day the prison cell was placed at the highly frequented Potsdamer Platz in Berlin.

Journalists were invited to its unveiling. Promotion teams handed out info flyers though the bars.

Members of the aid organisations were available for interviews for the whole day.

The promotion ran according to the original plan.

Over 5,000 flyers were handed out. Newspaper articles about the promotion reached almost 3 million readers. Telecasters from all over Germany reported on the prison cell, among them journalists from “The Tagesschau” - Germany's best-known and most successful news program. Over 16 million people watched the coverage on all major TV channels.At costs of 3,000 Euros only, the press response equates a media value of over 300,000 Euros. The number of sustaining members increased by 40% and the donation revenue by 10%.