January 14th, 2011. Tunisia went through an historical Revolution that put an end to 23 years of brutal dictatorship. After one month of struggle, Tunisia had finally recovered its freedom and dignity. It was a moment of intense hope and national pride. But we were all too soon brought back to reality. The entire country went on strike, with people requiring immediate satisfaction. Economic activity soon ground to a standstill. 3 weeks later, hope had given way to doubt.

We needed to encourage the people to get back to work and start rebuilding the country we had all fought for. So we decided to show everyone how bright our future could be if we all started building it now. We convinced 6 major consumer brands and 5 major Tunisian media of which 1 radio, 1TV, 2 newspapers and 1 online magazine to participate in the June 16th 2014 campaign.

The content spread to social media. People began to create content, imagining the future and calling everyone for action.

Within only one day:- #16juin2014 hashtag was n°1 top trend topic on French Twitter.- Videos of NessmaTV and MosaiqueFM received over 150.000 hits.- 750.000 newspapers were sold out before noon. WMC had its third best visits result ever.

TV, newspapers, radios, blogs, the operation was covered by every Tunisian media. TV and radios broadcast special shows and debates around the event (171mn for 3 Tunisian TV channels only, almost 5h on radios), and 36mn international coverage, including very popular Al Jazeera who opened their evening news with a 4mn report. The next weekend, protests were even organised: getting back to work had become an act of resistance. To kick start the economy, the 6 participating brands resumed to traditional marketing. They would soon be followed by others. +166% media spent.

During a whole day, the 5 media acted as if it were June 16th 2014, approximately 3 years after first scheduled free elections. They presented Tunisia as a prosperous, modern and democratic country.

NessmaTV aired their usual shows but as if it were June 16th 2014. News, bulletins, reports, culture... Talkshows were also made with famous Tunisians pretending to be in 2014.

MosaiqueFM radio broadcast 2014 programs, news reports, humorists making fun of future government, chronicles about democracy 3 years anniversary, press reviews... The 2 leading daily leading newspapers made an 8 page special edition with 2014 news. And WMC, the leading economic information website, posted over 15 articles from politics to economy. To further engage people, we launched a hashtag on Twitter and 16juin2014.com, a website with some of the content developed by the media and where people could share their own vision of the future.