Cannes Lions

THE FIRST TWEET WITHOUT WORDS

McCANN MADRID, Madrid / REPORTERS WITHOUT BORDERS / 2015

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Overview

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Credits

Overview

Description

It is on this simple yet novel idea this campaign is based:

'Wordless Tweet’ | The first HASHTAG that will not let you express yourself

Without the tiniest gap to say anything, without freedom to write the simplest idea, with no room whatsoever to express themselves... How do the journalists in countries gagged by censorship feel?

We put ourselves in their shoes from this first 140-character hashtag, and we called on all Internet users to experience the anguish of the journalists who have NO SPACE to report from those countries where censorship reigns.

Syria is, today, the most dangerous country in the world for journalists to work.

• For example, Eritrea, is the country with least freedom of information. Since the September 11 attacks in New York, the dictator Isaias Afwerki has removed all private media, stifling the ability to report, and imprisoning journalists in successive waves. At the time the campaign was launched, there were about 30 journalists imprisoned, but unlike in China, Iran or Turkey, where everyone knows about it, no one spoke of this country. They were imprisoned without charge or trial, without being allowed to see their families.

• Reporters Without Borders welcomes the release on bail of six Eritrean journalists imprisoned in February 2009.

We are very pleased with the release of these six reporters, a fact which represents a major achievement given the conditions of detention of prisoners in Eritrea”

Execution

In order to heighten awareness of the lack of freedom to inform endured by journalists in the countries where censorship reigns, we used World Free Press Day, April 30th, to launch the first 140-character hashtag, calling on all Internet users to experience the anguish of the journalists who have NO SPACE to report from those countries gagged by censorship.

Outcome

We are still collecting figures but we were trending topic in Madrid.

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