Situation: Reporters Without Borders Germany wanted to mark their 30th anniversary with a campaign that celebrates their dedication to holding accountable those who oppose democracy and the free press. In a year when democracy faces its toughest challenge in history, with over half of the world’s population heading to the polls, we joined forces to send a warning: “Trust the free press. Not pretty words.”

Brief: how can we remind people that democracy, in its most challenging year ever, is fragile and cannot be taken for granted?

Objectives:

Create awareness about how the free press is a crucial part of any democracy.

Remind people to not fall for pretty words from politicians.

Gather donations for Reporters Without Borders Germany during its 30th year anniversary.

The cinematography, by Konrad Losch, is especially relevant in the campaign. Through his lens, the visual compositions take us on an emotional journey, with a raw and poetic narrative. Every single frame transports us into the world of the characters, where we have a moment to empathise with each of them.

The films kicked off in Germany with a launch in cinemas and across online platforms. Its impact quickly crossed borders, drawing the attention of several other Reporters Without Borders offices, such as in Sweden, which streamed the films on their online channels and local movie theatres. In more repressive environments, like Russia, the state blocked web access to RSF’s website just a few days after the launch of the campaign.