| Title | CHRONICLES OF THREATS |
| Brand | OSCE REPRESENTATIVE ON FREEDOM OF THE MEDIA |
| Product/Service | FREEDOM OF MEDIA |
| Category |
C08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
|
SAATCHI & SAATCHI Belgrade, SERBIA
|
|
Advertising Agency
|
SAATCHI & SAATCHI Belgrade, SERBIA
|
Credits
| Veljko Golubovic |
Saatchi/Saatchi |
Executive Creative Director |
| Zarko Veljkovic |
Saatchi/Saatchi |
Creative Director |
| Dragana Petkovic |
Saatchi/Saatchi |
Associate Creative Director |
| Ivana Zekovic |
Saatchi/Saatchi |
Creative Director |
| Sonja Milovic |
Saatchi/Saatchi |
Managing Director |
| Ivana Minovic |
Saatchi/Saatchi |
Client Service Director |
| Zorica Marjanovic |
Saatchi/Saatchi |
Account Director |
| Nikola Zmajevic |
Saatchi/Saatchi Belgrade |
Copywriter |
| Tatjana Milnovic |
Saatchi/Saatchi |
Account Planning Director |
| Ivan Zornic |
Saatchi/Saatchi |
Agency Producer |
| John Pallant |
Saatchi/Saatchi |
Regional Creative Director Emea |
The Brief
In Serbia journalists are under unrelenting pressure due to direct threats of violence. They are being intimidated in each and every way, in attempts to stop them from finding the truth and dealing with the most pressing social issues. Journalists are being killed and the murders remain unresolved for 20 years. Our strategy was to convey the journalists’ feeling of vulnerability to the general public in a clear, striking and forceful way. To show them the threats and other difficulties journalists are facing on a daily basis in their efforts to reveal the truth and inform the public.
Creative Execution
Our strategy was to demonstrate to the general public how journalists feel when threatened.Threats are most potent when they are personal and communicated in a one-on-one manner. Direct threats are most frightening and are the most powerful weapon in the hands of the aggressor. Threatening in public only diminishes the power of threats.
Describe the creative solution to the brief/objective.
Our aim was to demonstrate to the general public how journalists feel when threatened. For the campaign, one out of hundreds of authentic threats documented against journalists was selected and made public by inserting an anonymous letter into the most popular Serbian daily newspaper. At the same time, a video message was posted on news websites tied to investigative journalism threats. The threats inserted in newspapers and posted on the internet were designed to put the readers in the position of journalists who receive threats day to day.
The fake threat quickly spread amongst the population and was featured on the news.
Results
One murder case was resolved. Investigations on another two murder cases have seen progress. A White Book on threats and violence against Journalists in 2013 has been released as an official document. The success of the campaign sparked an initiative to establish the commission that would investigate the political background of the assassination of Serbia’s Prime Minister. Also, a number of similar initiatives were launched in the region.
Our campaign had a dramatic impact through opening up the investigations into the deaths of the 3 journalists.
Number of media impressions exceeded 70 million.
Our media budget was zero.