The campaign capitalises on the essence of outdoor advertising: its accessibility and visibility to everyone. By bringing a message about the dangers of electing autocrats disguised as democrats to the streets, where people of all walks of life pass by, it ensures an inclusive exposure. The most democratic of all mediums, sending a message about safeguarding democracy.

With over 80 countries holding elections and an estimated 4 billion voters heading to the polls, 2024 is the biggest electoral year in history - a pivotal moment for democracy worldwide. While some countries may gain more freedom, others face the risk of losing it. As Reporters Without Borders Germany celebrates its 30th year anniversary, we want to remind everyone that the free press is vital to keep democracy and human rights alive. In historical moments like these, it's especially important to keep a close eye on autocrats disguised as democrats, watch out for their pretty words and trust the free press instead.

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 reach expanded across Europe with the use of digital out-of-homes. A few days after the launch of the campaign, Russia banned local web access to RSF’s website.