In a country where freedom of speech has deteriorated over many years, where media is divided according political parties that control them, where a wire tapping scandal proved the direct influence of politicians on mass media via telephone, one TV station without a budget wanted to say “WE ARE INDEPENDENT”.

The objective was to promote the position of the TV station, as well as to increase the ratings. We did this with one single RED PHONE placed in the prime time TV program of the station which ranged with the purpose to interrupt the journalist, but they ignored and hanged up, thus presenting that Telma TV does not accept any pressure on its news.

The Red Phone managed to get the whole country talking about the TV station and the freedom of media. The other TV stations reported the event as news.

Both political parties and their media believed the RED PHONE was for real, launched attacks towards Telma, demanding proof of political pressure. Even the ruling party came out with a statement. But in doing so, they helped spread the campaign impact even further.

Within 24 hours the Red Phone started to generate its own content. It exploded throughout the Internet and social networks, immediately turning it into a viral movement for freedom of media with over 10,000 shares in 24 hours.

The campaign was conducted for one day only where next to the anchors of the main news at 18:00, the late news at 21:00 and in the political debate show in prime time we placed a simple red phone.

The red phone ranged in the studio, but the journalists hanged up thus symbolising that they do not accept orders from anyone.

The next day, the Managing Director revealed the campaign message stating the campaign message "Telma TV is an independent TV station"

12 USD were spent for the campaign, i.e. the cost for one plastic red phone.