A special edition (100 pieces) of the Swiss professional magazine for Journalists (E&K) was sent to selected subscribers – important journalists. Each was shot at with a real gun. Only the print ad on the last page remained untouched. This is where we placed the ad: 'Press Freedom stops violence'. The call to action lead to a microsite, where a film showed the actual shooting of the magazine.

This was a marketing action none of the targeted journalists could ignore. RWB was put on the map among the important target group. The measure resulted in responses from the targeted journalists (which is a rare thing!) on the website and by email as well as through their social media channels. In addition to this, a good portion of the (mostly prominent) journalists subscribed as new members.