The impact of online censorship was demonstrated by attacking people’s comments. A banner imitates the comment section of newspapers. After the commenter typed a few words, the text is deleted and a fake, partisan message is ghost-written automatically. The message then is posted (with the commentator’s name) onto the website, before the resolution pops up and calls to fight against internet censorship. The user then is redirected to the Website of Reporters without borders.

The online ad was first placed on online platforms in 2009 and then later on the day against online censorship, March 12th 2010, in big online newspaper all over Switzerland. The broad implementation was a big success – both in terms of reactions and page visits. “No Comment” made it through many large Swiss online media (in all national languages) and generated a huge viral spread. Reactions were immense – regarding both media feedback and page visits. The traffic on rsf-ch.ch doubled as a consequence (compared to the same workday a week before).