Title | LIBÉ DES RÉFUGIÉS |
Brand | LIBÉRATION |
Product/Service | LIBÉRATION NEWSPAPERS |
Category |
D02. Use of Co-Creation & User Generated Content |
Entrant
|
FF PARIS, FRANCE
|
Idea Creation
|
FF PARIS, FRANCE
|
Media Placement
|
FF PARIS, FRANCE
|
PR
|
FF PARIS, FRANCE
|
Production
|
FF PARIS, FRANCE
|
Additional Company
|
LIBERATION Paris, FRANCE
|
Credits
Fred Raillard & Farid Mokart |
FRED & FARID |
Chief Creative Officer |
Olivier Lefebvre |
FRED & FARID |
Executive Creative Director |
Julien-Pierre Mallet |
FRED & FARID |
Associate Creative Director |
Etienne Renaux |
FRED & FARID |
Associate Creative Director |
Nicolas Berthier |
FRED & FARID |
Associate Creative Director |
Julien-Pierre Mallet |
FRED & FARID |
Art Director |
Etienne Renaux |
FRED & FARID |
Art Director |
Nicolas Berthier |
FRED & FARID |
Art Director |
Julien-Pierre Mallet |
FRED & FARID |
Copywriter |
Etienne Renaux |
FRED & FARID |
Copywriter |
Nicolas Berthier |
FRED & FARID |
Copywriter |
Robin Demoucron |
FRED & FARID |
Agency Producer |
Jalila Levesque |
FRED & FARID |
PR Manager |
Aliou Maro |
FRED & FARID |
PR Manager |
Marie Nguyen |
FRED & FARID |
PR Manager |
Laurent Joffrin |
Libération |
Brand Supervisor |
Grégoire Biseau |
Libération |
Brand Supervisor |
Thibault Loué |
Libération |
Agency Supervisor |
Philippine Mesmin |
FRED & FARID |
Agency Supervisor |
The Campaign
When it comes to refugees, we speak about data, statistics, immigration, even terrorism, but never about humans. Medias are one of the major responsible of this phenomenon.
The best way to turn things around was to use one of these medias in an unexpected way to catch people’s attention and switch their perception on this issue.
On March 7th we decided to give them the whole paper for 1 day. An entire Liberation issue was written by 21 refugees from an array of origins with one challenge: explain beyond today’s news how they see France. A paper by the refugees but not on refugees.
Creative Execution
During 1 month, a team of 21 refugees from 10 origins was created with the help of 5 associations helping refugees.
The following month, this team was split within different groups of work (representing the themes of the newspaper such as presidential elections, international, economy, sports, culture, ideas, society …) to find current topics and write their articles.
3 of them even interviewed the French President François Hollande at the Elysee Palace, and the main candidate Emmanuel Macron.
On March 6th, the whole team came to Liberation to write on fresh news and finalized every single page of the newspaper.
The day after 100k papers are printed. It was distributed all over France in kiosks, press shops, bars, AF planes, to the 30K subscribers, and in more than 25 countries. A digital version sold online is seen by 4M French people every day.
- 21 refugees of 10 nationalities
- +35% of sales on this specific edition compared to usual days.
- 100k papers were printed and the digital edition was seen 4 million times
- Almost every major French medias (TV, Radio, Press) covered the news and interviewed authors
- International media supported the initiative (AJ+, Skynews etc.)
- The French President François Hollande tweeted and posted about it
- 3 refugees were invited to meet him at Elysee
- On Twitter #LibéDesRéfugiés was seen by 165 million people
First, this campaign changes the way of using and thinking the media force. Instead of using it as a classical support for promotion, it is used as the object of communication. This operation gives the proof that a media is the most direct and striking channel to deliver a mainstream message.
Secondly, for this particular topic, media are mostly responsible of the way people sees them: they speak about data, statistics, immigration, even terrorism, but never about humans. For this campaign, the strongest way to reverse this trend was to give them the control of one newspaper for 1 day.
Insights, Strategy and the Idea
Liberation is one of the major daily newspaper in France. It’s a progressive paper with a social democrat position founded by Jean Paul Sartre & Serge July in 1973. The paper stands for social issues with a provocative tone of voice and is renowned for using eloquent front covers. Several of them have become very symbolic. One of its main concern is to keep the press ‘freedom of speech” and the journalistic independence.
When it comes to refugees, we speak about data, statistics, immigration, even terrorism, but never about humans. Medias are one of the major responsible of this perception.
So the strongest way to reverse this trend was to give them the whole paper for 1 day to highlight that beyond figures, they have opinions and knowledges. They had the stage directly for a change.
As a progressive media, Liberation was the perfect candidate to support the refugee issue.