Our concept was to encourage Internet users to protest against cyber-censorship, giving them a forum and a platform to register their opposition in an unconventional way. By necessity an online application, we developed ‘CyberTag’, an easy-to-use web platform, integrating 360° street navigation with a simple toolbox to allow users to register a personal message of protest on the façade of the embassy itself through the creation of a tag. Facades were cleaned regularly to ensure people always had enough space to express their opinions.

Cyber-Tag is a successful application of its kind to be produced for an NGO. The response rate was 50% higher than any previous RWB campaign and was derived from a staggering 112 countries. Covered by blogs, websites, TV and social media it generated tweets to 400,000 Internet users in only 48 hours. Of the participants, 90% decided to register their email address, despite this not being necessary to play the game. A good result from such a small investment and no media budget, but the real return lies in having given a voice to those so often denied one.