| Title | THE MISSING ANCHORWOMAN |
| Brand | EURONEWS |
| Product/Service | PRESS FREEDOM |
| Category |
B08. Use of Broadcast |
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Entrant
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SERVICEPLAN CAMPAIGN 2 Munich, GERMANY
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Idea Creation
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SERVICEPLAN CAMPAIGN 2 Munich, GERMANY
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Credits
| Coismo Möller |
Serviceplan Campaiogn 2 GmbH |
ECD |
The Campaign
Every year, 170 journalists disappear worldwide because they uncover scandals. They are kidnapped, tortured or even murdered. To bring attention to this issue, euronews and its partner Reporters Without Borders searched for a way to involve viewers directly in the live kidnapping of a journalist.
Campaign Success
On May 2nd, 2016, World Press Freedom Day, euronews demonstrates how important press freedom is for the world.
During a live interview, anchorwoman Lise Pedersen “disappears” from the seemingly safe euronews studio - and all of Europe stares at an empty news desk. During 20 seconds of silence. Live. On Europe-wide television.
Eventually, Rubina Möhring, president of Reporters Without Borders, appears in the background on the empty studio screen and pleas for freedom of press.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign’s message virtually spreads through our international network in real time. On euronews alone, roughly 4.1 million viewers watch the program, with multiple re-runs aired throughout the day. On YouTube, more than 500,000 people watch the film in the first two weeks. Online press releases and social media shares reach over 2.8 million people. Throughout Europe, a spontaneous solidarity campaign emerges under the hash tag #freeallreporters. Reporters Without Borders record an increase to 116% in donations.
Explain why the method of promotion was most relevant to the product or service
Every year 170 journalists disappear worldwide because they uncover scandals. They are kidnapped, tortured or even murdered.
On World Press Freedom Day, 2nd May 2016, euronews demonstrates how important press freedom is for the world.
During a live interview the anchorwoman Lise Pedersen “disappears” from the seemingly safe euronews studio.
Whole Europe stares at the empty news desk. Silence. For 20 seconds. During a live, Europe-wide transmission.
Finally, Rubina Möhring, president of Reporter Without Borders, appears on the empty studio screen in the background. She makes a plea for press freedom.
We confront the viewer with this issue in an absolutely unexpected way: during a live news broadcast.
The live kidnapping allows the viewers to experience the acuteness of the topic of press freedom up close and personal.