Every year, 170 journalists disappear worldwide because they uncover scandals. They are kidnapped, tortured or even murdered. To bring attention to this issue, euronews and its partner Reporters Without Borders searched for a way to involve viewers directly in the live kidnapping of a journalist.

On May 3rd, 2016, World Press Freedom Day, euronews demonstrates how important press freedom is for the world.

During a live interview, anchorwoman Lise Pedersen “disappears” from the seemingly safe euronews studio - and all of Europe stares at an empty news desk. During 20 seconds of silence. Live. On Europe-wide television.

Eventually, Dr. Rubina Möhring, president of Reporters Without Borders, appears in the background on the empty studio screen and pleas for freedom of press.

The campaign’s message virtually spreads through our international network in real time. On euronews alone, roughly 4.1 million viewers watch the program, with multiple re-runs aired throughout the day. On YouTube, more than 500,000 people watch the film in the first two weeks. Online press releases and social media shares reach over 2.8 million people. Throughout Europe, a spontaneous solidarity campaign emerges under the hash tag #freeallreporters. Reporters Without Borders record an increase to 116% in donations.