Innovation > Innovation
THE SELF CENSORING AD
AKESTAM HOLST, Stockholm / REPORTERS WITHOUT BORDERS / 2023
Overview
Credits
Overview
Why is this work relevant for Innovation?
By combining new technology with traditional media, we create a completely new type of print ad. An ad, partially printed with CO2-sensitive ink, that could show readers in real-time how news reporting could be affected by the new Espionage Act – at the same time as it came into effect.
Background
On January 1:st, a new Espionage Act came to effect in Sweden, criminalizing whistleblowers, leading to censorship and threatening free speech as we know it. To shine a light on this alarming development, Reporters Without Borders launched a self-censoring campaign in collaboration with Sweden’s largest newspaper, creating an ad that demonstrated how objective journalism is literally fading away.
The ad, featured in the December 31 edition, was partially printed with a specially designed Co2-sensitive ink. Just in time for January 1st, the ad began to censor itself.
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
Sweden ranks as the third best country in the world when it comes to press freedom. However, the new Espionage act may change that, as it alters the constitutional laws governing freedom of the press and freedom of expression. This new law came into effect January 2023.
Our ad was printed on one side of this law, and experienced by readers, on the other.
Describe the idea
We wanted to literally show the swedes how the new law could affect news reporting. By combining innovative ink with traditional print media, we were able to do just that.
By printing selected parts of the ad with Co2-sensitive ink, we showcased the dangers of the new espionage act, in real-time. After leaving the printing press, the message changed as the ink gradually disappeared. By midnight the following day, readers were left with a harsh example of how journalism was about to change, for the worse.
What were the key dates in the development process?
The advertisement was published on New Year's Eve 2022 and ran only once. It changed its message in synchronization with the introduction of the new law. By midnight, the special ink had entirely disappeared, along with critical parts of the message, demonstrating how objective journalism had literally faded away.
Describe the innovation / technology
The special ink we used is a CO2-sensitive ink, which means that it absorbs carbon dioxide from the air and undergoes chemical reactions that make it colorless after a few hours.
It was originally developed to save paper, as this ink allows you to reuse the same paper multiple times, but has never before been used in ads.
Describe the expectations / outcome
On January 1:st, a new Espionage Act came to effect in Sweden. An amendment to the constitution that criminalized whistleblowers, leading to censorship on a whole new level.
By displaying the consequences of this law in a very literal way, we put things into a local context to grab people’s attention, and also, equally important, underline Reporters Without Borders long-term fight for free journalism.
In Sweden most people take these things for granted, thus, the topic risks falling off the radar. With the self-censoring AD, placed in the country’s largest Newspaper, we offered an up-dated talking piece on the subject matter.
The timely placed comment (the ad ran on the same day as the legislation came into effect), was widely shared, debated, quoted, and referred to during the upcoming weeks of debate on a national media level.
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