Cannes Lions
84.PARIS, Paris / REPORTERS WITHOUT BORDERS / 2013
Overview
Entries
Credits
Description
In December 2012, RSF launched Voiceless Eyes, a unique digital device enabling users to discover a previously unreleased set of international reporters’ pictures.
As the users connect to the device by turning on their webcam, they become part of the different photographs. After a few seconds, the users are asked to hide their mouth with their hand, a symbolic gesture for censorship and lack of freedom of speech.
Performing this gesture automatically censors the pictures by erasing the vital elements for understanding the information. The campaign catchphrase then appears on the screen: “How can you see the truth when it cannot be told?”
Execution
As the users connect to the device by turning on their webcam, they become part of the different photographs. After a few seconds, the users are asked to hide their mouth with their hand, a symbolic gesture for censorship and lack of freedom of speech.
Performing this gesture automatically censors the pictures by erasing the vital elements for understanding the information. The campaign catchphrase then appears on the screen: “How can you see the truth when it cannot be told?”
Outcome
- Over 150,000 unique visitors in first week, without media.
- People from 59 different countries.
- 3 minutes average time spent on the experience.
- Thousands of re-tweets, blog posts and lots of PR around the world.
- 26% increase in visitors to RSF.org
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