Direct > Direct: Sectors
PUBLICIS MEXICO, Mexico city / PROPUESTA CÍVICA AC / 2019
Overview
Credits
Why is this work relevant for Direct?
In Mexico, 104 journalists have been murdered since 2007. Propuesta Cívica is the only non-profit organization that provides legal support to the families of murdered journalists, on the pursuit of justice for their crimes; as well as giving visibility to their journalist’s work.
To bring its mission up front, we needed to hit very specific targets:
Mexican high profile “journalists-activists & celebrities-activists” so Twitter was the right platform to make them part of a the most important action towards the World Press Freedom Day, by putting 4 of the most relevant murdered journalists voices back to life, overnight.
Background
At least 104 journalists were killed due to investigations and reporting, in the last 12 years. All these crimes have turned various states of Mexico into silence zones, where criminal organizations and corrupt government cells, seem to have the upper hand. Propuesta Cívica, is a non-profit organization that provides legal support to the families of many murdered journalists, on the pursuit of justice for their crimes; which is as important for them, as giving visibility to journalist’s work as a legacy.
Brief
To make a stand for press freedom and the Mexican's right to access to transparent and reliable information, by paying tribute to journalists who have lost their lives in the line of duty, duruing the week of World Press Freedom Day.
Objectives
To raise awareness of the work done by Propuesta Cívica, the state of press freedom in Mexico, and the faces (and stories) behind the murders' stats.
Describe the creative idea
What if some murdered journalists come back to speak the truth behind their own killings, giving life to the first ever social activation with dead influencers?
After 2 years of research, with the help and support of the families and colleagues of 4 murdered journalists in Mexico, we made the impossible, possible by putting their voices back to life, reactivating their Twitter accounts, overnight.
Javier Valdez (Sinaloa State), Miroslava Breach (Chihuahua State), Moisés Sánchez (Veracruz State) and José Armando Rodríguez Carreón (Chihuahua State) were chosen for being high profile cases, because of the depth of the investigations they did, and the relevance of the media they worked for.
Years after their murders, the 4 of them spoke their truth under the hashtag #SeguimosHablando (#StillSpeakingUp), in the context of the World Press Freedom Day, to provide unreleased investigations, the circumstances that led to their crimes, suspects and accomplices.
Describe the strategy
Primary:
“journalists-activists & celebrities-activists”
Secondary:
Press: Top news & media holdings.
Human rights organizations.
Research based on two-year tracked searches and social media conversations showed a huge drop of interest on related matters: Less than 3% on “murdered Journalists”, “freedom of expression”, “free press” amongst Mexican internet users.
It was critical to attract the interest from targeted audiences very quickly. Having the four twitter accounts from the journalists killed on duty launched at the very same time, providing important information about the context of their killings alongside with the work that made them targets for the organized crime and government; matched their own interest on the matter and serve as a personal conversation starter regarding World Press Freedom Day.
#SeguimosHablando (#StillSpeakingUp) was designed to be a shared claim, both for
our four murdered journalist, and our audiences. One that they could easily adopt and make it their own.
Describe the execution
Implementation & Timeline
1.Accounts reactivated and started to follow top news, media holdings, top journalists, activists & influencers so they followed back.
2.Teaser stage: Launching video content to create awareness of the 4 murdered journalists.
3. Tweet threads under #StillSpeakingUp.
4.Propuesta Cívica, RT and @ different key players to increase interactions.
5.Twitter #BlueRoom, livestreaming high profile journalists interviewing killed journalists’ widows and sisters, proving the authenticity of the action.
Scale
Our target was to make top 50 “journalists-activists & celebrities-activists” engaged with at least 2 or more interactions, knowing that once we got them, the community will join them immediately.
List the results
National Trending Topic on April 29th 2019.
45 High Profile Journalists involved with at least 2 interactions.
+4337% conversations on violence against press (even before World Press Day Freedom started). Fighting proven apathy on related search about these topics.
98% possitive conversation, despite the risk of using dead influencers.
Main national and international media coverage, with more than 300 media impressions
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