Dubai Lynx

Newspapers Inside The Newspaper

IMPACT BBDO, Dubai / ANNAHAR NEWSPAPER / 2023

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Case Film
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Overview

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Overview

Background

Being a journalist in Lebanon is dangerous. For years, those that publicly criticize the government, political system, or injustices, have been persecuted, imprisoned and even assassinated.

Dozens of newspapers that have pushed for freedom of the press have been shut down overnight. AnNahar editor-in-chief, Gebran Tueni, fought vehemently for the right to speak freely. He wrote against occupation and ruling authorities, writing that inspired a revolution, but ultimately cost him his life in 2005 when he was assassinated.

Now, almost two decades later, newspapers are struggling with even more political pressure and threats, which have forced many to shut down forever.

AnNahar wanted to use the legacy of these extinct publications to send a clear message – the press will never be silenced.

Idea

In recent years, dozens of news publications have shut down after long 40, 60, or 70-year histories of reporting. This has mainly happened due to political pressure, threats of violence, or economic failure due to an incompetent government.

AnNahar - one of the few news publications that are still up, running and fighting, decided to revive those defunct newspapers.

Introducing the Newspapers-Inside-The-Newspaper Edition, a daily edition that started off as AnNahar, but with each spread, revealed a previously extinct newspaper, brought back to life. Written by the very same journalists that were once at the helm of these papers.

Strategy

While empowering the Lebanese people with the promise of a free press, AnNahar's mission was to send a message to the political powers who have silenced news publications and their journalists in the past.

With a 90-year history of courageous journalism in Lebanon, and a reputation of bringing aboout action that speaks louder than words, AnNahar had a very simple strategy to defy those who threatened the free press by shutting it down: use its own paper to revive those that had gone extinct.

To champion free speech, all we had to do was continue the legacy of AnNahar’s former editor-in-chief and vehement advocate of free speech, Gebran Tueni. Inspired by his story, AnNahar wanted to give a voice back to the journalists who had been silenced.

Execution

On the anniversary of AnNahar’s former editor-in-chief’s assassination – December 12th – AnNahar released a daily edition of the paper that was different than any newspaper anywhere had ever released. It didn't release just one, but seven newspapers.

Inside the front and back cover of AnNahar’s Newspapers-Inside-The-Newspaper Edition, Lebanese readers found, to their surprise, spread after spread of front pages of papers that were shut down previously because of political pressure. These pages were designed to look exactly like they did when they were running.

Written by the same journalists who ran those extinct publications and had fought for free speech until the very end, the Edition brought together papers from all political sides, even competitors at their time, featuring different languages of Lebanon.

The Edition was not only distributed on newsstands throughout Lebanon, but published online and on social as well where readers could access all seven news publications.

Outcome

The Newspapers-Inside-The-Newspaper Edition sold out on December 12th, and became one of the newspaper's highest selling editions.

The campaign started trending on Twitter and earned more than $13 million worth of media impressions, powering the fight against the oppression of the press.

The words of newspapers that had gone extinct were read afresh again all across Lebanon, in open defiance to anyone who had tried to silence them, igniting a conversation about freedom of the press that snowballed into a movement. Even Members of Parliament who champion freedom of speech commented on the edition, promising a brighter future for Lebanon.

The edition solidified AnNahar newspaper as the ultimate defender of free speech, continuing a legacy more than 90 years in the making.

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