THE MOST FRIGHTENING JOB IN THE WORLD

ClientREPORTERS WITHOUT BORDERS
Category E06. Innovative Use of Social or Community
TitleTHE MOST FRIGHTENING JOB IN THE WORLD
Product/ServiceREPORTERS WITHOUT BORDERS SWITZERLAND
Entrant KSP KRIEG SCHLUPP PARTNER Zürich, SWITZERLAND
Idea Creation KSP KRIEG SCHLUPP PARTNER Zürich, SWITZERLAND
Production KSP KRIEG SCHLUPP PARTNER Zürich, SWITZERLAND
Credits
Name Company Position
Benny Goldstein KSP Krieg Schlupp Partner Werbeagentur AG Creative Director
Patrick Bucher KSP Krieg Schlupp Partner Werbeagentur AG Senior Copywriter
Selina Russian KSP Krieg Schlupp Partner Werbeagentur AG Graphic Designer
Michael Vogel KSP Krieg Schlupp Partner Werbeagentur AG Account Manager
Daniel Krieg KSP Krieg Schlupp Partner Werbeagentur AG CEO

The Campaign

To start a movement on the largest professional networking site, LinkedIn, with the aim of winning over writers for our cause: “Fight for truth and freedom”. The first movement in this form. Three fictional characters are created: war and conflict correspondents, each with harrowing CVs; peppered with brutalities taken from real-life conflicts. The three individuals make contact with others in their field around the world. At the end, the sender is revealed as Reporters Without Borders. To further raise awareness, advertisements are then placed, disguised as job ads: the most gruesome job offers in the world, seeking reporters for war zones. Reporters Without Borders is naturally the sender.

Creative Execution

10 July: Campaign launch. Journalists throughout the world receive a request from us on the professional networking site LinkedIn. For an entire month, we send thousands of requests via our three protagonists. And, in turn, ourselves receive an increasing number of friend requests from journalists connected to our new friends. After 4 weeks, we have far exceeded our aim of raising awareness among 1,500 journalists around the world. On 7 August, we wind it up. At the same time, we place our gruesome job adverts on job platforms, some of which are still live today.

Qualitative benefit: The new journalist acquaintances, 3773 in total, actively support Reporters Without Borders to spread the message and share it with and around the whole world. Quantitative benefit: The shocking, enlightening job ads on job portals have reached more than 5,500,000 readers to date. The click rate of the Swiss Reporters Without Borders website increased by 121.21 %.

Our target audience is reporters around the world. We want to raise their awareness and win them over to our cause. It has been very successful to date: Through our chosen medium of the platform LinkedIn, we have been able to address our main target audience directly and without any wastage. Our second objective is to recruit interested parties who work in journalism and communication. Here too, we have found the ideal medium: Job platforms are perfect because we are able to address the specific people we are looking for.