| Title | THE FADING NEWS |
| Brand | RADIKAL |
| Product/Service | NEWSPAPER |
| Category |
B03. CONSUMER SERVICES |
|
Entrant Company
|
TBWA\ISTANBUL, TURKEY
|
|
Advertising Agency
|
TBWA\ISTANBUL, TURKEY
|
Credits
| Ilkay Gurpinar |
TBWA/ISTANBUL |
Chief Creative Officer |
| Volkan Karakasoglu |
TBWA/ISTANBUL |
Executive Creative Director |
| Guney Soykan |
TBWA/ISTANBUL |
Copywriter/Art Director |
| Zeynep Orbay |
TBWA/ISTANBUL |
Copywriter/Art Director |
| Emre Gokdemir |
TBWA/ISTANBUL |
Copywriter |
| Serhat Poyraz |
TBWA/ISTANBUL |
Digital Head |
| Ayse Erdogan |
TBWA/ISTANBUL |
Account Director |
| Nazli Tumen |
TBWA/ISTANBUL |
Account Manager |
| Clara Sera Altiparmak |
TBWA/ISTANBUL |
Account Executive |
| Ovunc Hitay |
TBWA/ISTANBUL |
Agency Producer |
| Omur Cicek |
BASEMENT |
Video Case Producer |
| Sanem Aktas |
TBWA/ISTANBUL |
Project Manager |
The Campaign
During the Gezi Park protests none of the big news channels showed a single report. The pressure of the government on the media, left people uninformed. That's why the internet became the main source of news and the government declared war on internet by creating the new internet law. A law that allows authorities to erase any internet content within 4 hours and without a court order.
Radikal, one of the major newspapers of Turkey wanted to raise awareness about this subject. Yet we only had a few days to create a strong impact. So we decided to make readers experience the censored internet and we erased 100s of news on Radikal.com.tr and turned the website into a page of censorship.
Radikal, became the only press brand that raised its voice about such a hot topic. That's why the brand created a great connection with its readers and common internet users.
The Brief
The law got a serious reaction from internet users but still it wasn't enough. Radikal wanted to raise awareness about the new internet law. Yet we only had a few days to create a strong impact.
Results
The campaign became a trending topic in Twitter in just an hour. People started to erase their tweets, videos, status updates and turned the Fading News Campaign into a social movement. Journalists, celebrities, politicians and bloggers all over the world supported the campaign. With no media budget we reached over 32 million people and had a number of impressions over 104 million. And the real result; president Abdullah Gül heard the voice of people and revised the law. Now it's necessary to have a court order to erase a content on the internet.
Execution
On February 18th we placed a countdown timer on 100s of news articles on Radikal.com.tr. For 4 hours articles faded out slowly and at the end of their 4th hour they completely disappeared. We turned the website into a page of censorship. This way, readers saw how the internet would look like if the law passed.
The Situation
Radikal is one of the major newspapers of Turkey. Radikal.com.tr is also one of the most visited news websites. Since Radikal.com.tr is a web based news source, censorship on internet became something that they wanted to react to immediately.
The Strategy
Turn radikal.com.tr into a page of censorship and make readers experience the censored internet.