Creative Business Transformation > Business Design & Operations

REPRINTING NICA

HAVAS COSTA RICA, San Antonio / LA PRENSA NEWSPAPER / 2024

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Case Film

Overview

Credits

Overview

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

The newspaper La Prensa Nicaragua is a bastion of freedom of information in the Central American country. During its almost 100 years of existence, it has resisted different ways in which the dictators of this country have tried to close it down, with arson, bombings, assassinations of its journalists and its general director. During all these years it has also managed to stay in the homes of Nicaraguans despite earthquakes of more than 7.1 degrees that left the capital in total rubble and totally devastated. The Nicaraguan Press has never ceased to circulate in all these circumstances of the country's extremely convulsive past. Many have been the attempts to close the newspaper, none has worked, until 2019.

The dictatorship of Daniel Ortega, after the social outburst that took place in the country in 2018, dedicated itself to persecute any kind of demonstration of civil rights, especially the right to information, that is why its main target was the journalists whom it declared enemies of the nation. From that moment on they were subject to harassment where their very lives were at risk under the dictatorship, causing many to resort to exile, but even the press continued to publish, it was until the imprisonment of the general manager and the seizure of the newspaper's facilities that finally a dictator managed to stop La Prensa de Nicaragua from circulating. The country became the only one in the world without a written press.

Background

Since it can no longer be a physical newspaper due to the seizure by the dictatorship of the facilities of La Prensa de Nicaragua, so it has been hit economically and its perception among the public has diminished.

The challenge is to get the newspaper La Prensa de Nicaragua to regain the cultural and social relevance it has had for almost 100 years on the day of the journalist.

The challenge is to create an action that puts us back at the forefront of information in Nicaragua and the communication of the truth, to challenge the impositions that have made it impossible for us to circulate for the last four years and make a statement to achieve a social impact to restore hope to a country that is submerged in dictatorship.

Strategy & Process

We asked ourselves how to reconnect with Nicaraguans in a way that would touch an emotional core that would transcend all generations throughout the country. We came to the conclusion that we had to do the impossible. After four years of being the only country without print media we were going to return to work in Nicaraguan territory.

Trying to figure out a way in which we could return to Nicaragua with the security of not being trapped by the oppressive system of the Ortega dictatorship, we found the possibility of entering the San Juan River of Nicaragua through Costa Rica, in a fishing boat. Thus began a community work in which the inhabitants of the border with Nicaragua were part of the action by smuggling us clandestinely into Nicaraguan territory.

In this way we were able to edit and publish in the dictatorship's territory, without the dictatorship noticing, and thus exiled journalists returned to their country to do what they do best. Tell the truth.

But not only that, our distribution system for this edition was totally organic through WhatsApp and Telegram groups of Nicaraguans making them the distribution chain and also the printing presses around the country.

Experience & Implementation

Nicaragua, after being a country without a written press for more than four years, became the country with the most printing presses in the world, because every Nicaraguan home had one. La Prensa made possible the imaginable in a context of dictatorship, returning from exile to work in journalism.

By writing, editing, and publishing in Nicaraguan territory such as the San Juan River, infiltrated in a fishing boat. We achieved that the edition had the strength to be a victory against the oppressive apparatus of Daniel Ortega's regime, we got exiled journalists to return to their land and create an edition telling everything that had not been able to be told in four years.

Once the edition was published on our social networks, Nicaraguans found a sense of resistance within it and so they became our distribution chain, through the WhatsApp group, Telegram groups and sharing it directly with acquaintances we managed to get the press back into the hands of Nicaraguans. And not only that, they took away one printing room from us, but with this action Nicaraguans turned their homes thousands of printing rooms. Beating censorship.

Business Results & Impact

- We went from having zero presence for four years in the country to becoming the most shared material on the day of the journalist by Nicaraguans and creating a chain movement that distributed our special edition everywhere.

- 350k direct impacts in the first hour.

Visits to the website went up 120% the first two days after the action.

- We went from having 0 printing room to having thousands all over the country.

- Hundreds news outlet cover the action earning more than $500,000 in PR.

- The people of Nicaragua took back the spirit of resistance thanks to our edition by uploading their social networks as a symbol of protest. The first mass protest since 2019.

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