• Brand values specific to the chosen goal:

Unesco has a pacifist vocation, with which to promote the progress of all the nations of the world. They have created the Observatory of Killed Journalists to monitor the killing of journalists and media workers across the globe. The Observatory makes UNESCO's work on monitoring and reporting on the safety of journalists, as well as the issue of impunity for these crimes publicly accessible.

• Brief:

For International Day to End Impunity for Crimes against Journalists, they needed to make an impact on society so that together we can continue to put pressure on institutions and judges to prosecute crimes against journalists.

• Objectives

UNESCO wanted to awaken the interest not only of society but institutions, judges and security forces, in order to join and fight against this kind of attacks.

How to tell that so many journalists have been murdered in the last 10 years? That nine out of ten go unpunished, and that this information does not reach us? How to connect with an infoxicated public? How to be relevant?

We find the solution by being faithful to reality. It is such a harsh reality that we don't need to embellish or disguise it to make it relevant. We created a microfilm in which what we watch is what happens every day all over the world. And we did it by being explicit. We knew it was risky, that social media could block the content, but we had to try. We could not inform by sweetening, because that is precisely what this campaign denounces: information does not always reach people as it is, the truth has to reach them, no matter how difficult it is to hear it.

The strategy to address a problem that society cannot see was to portray reality as it is. Therefore, we showed the brutality of the attacks on journalists and the lack of reaction from society due to ignorance. This not only aimed to put everyone who saw the campaign in the shoes of any journalist, but also to draw the attention of those who judge and pursue these attacks, so that they do not stop seeking justice.

We created a communication tool for the protagonists of this reality: journalists.

So we created a microfilm designed to be shared by the media and journalists. An attention-grabbing content, able to inform, raise awareness and entertain.

The result was a 60" story with a very cinematic look, with two plot twists that grabbed the viewer and told the problem explicitly, without beating around the bush.

We knew it was risky, that social media could block the content, but we had to try. We could not inform by sugarcoating, because that is precisely what this campaign denounces: information does not always reach people as it is, the truth has to get through, however difficult it is to hear it.

• Impact:

At the risk of being censored because of its explicit content, the campaign was launched in more than 50 countries and 7 languages.

• Reach:

UNESCO managed to reach more than 263 million people in just 24 hours, with a 0€ media budget.

• Engagement:

We got more than 109k interactions during the campaign.

• Achievement against objectives

Our campaign increased Unesco's results by 152% compared to the previous year, on less than 24 hours