In 24 hours we reached 40% of Belgian population.

Campaign was shared on social networks and really got 'press freedom' on the public agenda.We reached a click through of 4.3% (average is RWB’s website reached unseen peak of over 100,000 visits in 3 days.But the most positive and emotional reactions came from journalists themselves. Since we were using their own media in such a striking way, awareness of RWB rose to 100%. In just 1 day, RWB managed to reach their 3 target audiences in the heart - politicians, journalists and the public - with a very small budget.

When a journalist is locked up, you are locked out of information.To spread this message, we worked with popular media channels in Belgium. The idea: to temporarily block the information for their audience. To literally hijack the news in prime time.On May 3, the pm news on RTL-TVI opened as usual, but fell flat right after the titles since there was no newsreader on the set. The same day, the homepages of 5 major news sites were simply black. When the news began on the radio stations Bel RTL and Radio Contact there was no journalist behind the microphone. 5,000 copies of the newspaper La Libre, distributed among politicians and opinion leaders, were sealed with a sticker.All the actions were signed off with the line, 'Each time a journalist is imprisoned, it’s your right to know that is being locked up.’ People were directed to the RWB's website for more information and donations.

In Europe, press freedom is often taken for granted. But in some countries a journalist can be thrown in prison for a single offending word. Reporters Without Borders wants to increase awareness for the press freedom problem but how can we make this tangible for a Belgian audience?Jailing or killing a journalist removes a vital witness to events and thus threatens the right of us all to be informed. On May 3rd -Press Freedom Day - we showed Belgians what their world would look like without journalists.When a journalist is locked up, you are locked out of information.