| Title | FONTS FOR FREEDOM |
| Brand | REPORTERS WITHOUT BORDERS |
| Product/Service | FREEDOM OF PRESS |
| Category |
B03. Use of Print / Outdoor |
|
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Media Placement
|
MEDIAPLUS Munich, GERMANY
|
|
PR
|
ACHTUNG! Hamburg, GERMANY
|
|
Production
|
PLAN.NET Munich, GERMANY
|
|
Production 2
|
INSTANT WAVES Berlin, GERMANY
|
|
Production 3
|
SUPREME MUSIC Hamburg, GERMANY
|
|
Production 4
|
NEVEREST München, GERMANY
|
|
Additional Company
|
BBOX TYPE Berlin, GERMANY
|
|
Additional Company 2
|
STUDIO HEU.LAND Munich, GERMANY
|
Credits
| Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Leif Johannsen |
SERVICEPLAN GERMANY |
Managing Director Art |
| Patrick Matthiensen |
SERVICEPLAN GERMANY |
Managing Director Text |
| Soen Becker |
SERVICEPLAN GERMANY |
Creative Director Art |
| Eduard Hoerner |
SERVICEPLAN GERMANY |
Creative Director Text |
| Sarah Gstrein |
SERVICEPLAN GERMANY |
Art Director |
| Mojca Zavolovsek |
SERVICEPLAN GERMANY |
Art Director |
| Henrik Claus |
SERVICEPLAN GERMANY |
Texter |
| Lennard Bahr |
SERVICEPLAN GERMANY |
Account Manager |
| Dennis Fritz |
SERVICEPLAN GROUP |
Senior Motion Designer |
| Anja Meiners |
bBox |
Type Designer |
| Ralph du Carrois |
bBox |
Type Designer |
| Katrin Habermann |
Neverest |
Producer |
| Jonas Binder |
MEDIAPLUS GERMANY |
Senior Consultant & Planner |
| Sofia Hiestermann |
achtung! |
Senior Account Manager |
| Lena Marg |
achtung! |
Account Manager Press |
| Claudia Rienhoff |
achtung! |
Account Director Press |
| Marcus Maczey |
PLAN.NET GERMANY |
Managing Director |
| Marlene Ulmer |
PLAN.NET GERMANY |
Account Manager |
| Richard Wegele |
PLAN.NET GERMANY |
Creative Director Art |
| Tammy Jajes |
PLAN.NET GERMANY |
Art Director |
Why is this work relevant for Media?
Newspapers are an essential element of our media landscape. Freedom of the press is equally important. With Fonts For Freedom, we turned big German newspapers into powerful examples of press freedom, helping Reporters Without Borders to
spark a global debate about press freedom, and banned newspapers from around the world to reach far more people than they originally would have, with more than hundreds of millions of contacts in over 100 countries.
Background
Reporters Without Borders Germany is dedicated to the fight for press freedom worldwide – which is under pressure more than ever: Every year, more critical newspapers around the world are shut down by oppressive regimes, with a record high of over 300 newspapers banned in 2017.
Describe the creative idea/insights
Every newspaper has it’s own recognizable custom house font. For Reporters Without Borders Germany, we recreated the iconic typography of shut down newspapers to bring them back to life stronger than ever, with the support of major German newspapers.
Describe the strategy
We chose banned newspapers from different countries, to cover different interests and target groups, to maximize potential public attention.
The Cambodian Daily, Cambodia, banned in 2017.
Özgür Gündem, Kurdish, banned in 2016.
Mawio, Tanzania, banned 2016.
Taraf, Turkish, banned in 2016.
Azadliq, Azerbaijan, banned in 2016.
tuoi tre, Vietnamese, banned in 2018.
Then, we gave the fonts to major German newspapers, again covering different demographic target groups: Die Welt, Sueddeutsche Zeitung, taz, Augsburger Allgemeine. They used the fonts along with matching topics in print and digital to bring the shut down newspapers back to life.
To take it even further, billboards, posters and banners using the fonts directly confronted visiting politicians with the newspapers they tried to shut down.
On our website, there is a growing permanent archive for fonts of shut down newspapers. Anyone can directly use them to spread the message on the streets and on social media.
Describe the execution
Together with renown typography experts, we recreated the custom house fonts of six shut down newspapers from around the world:
The Cambodian Daily, Cambodian newspaper, banned in 2017.
Özgür Gündem, Kurdish, banned in 2016.
Mawio, Tanzania, banned 2016.
Taraf, Turkish, banned in 2016.
Azadliq, Azerbaijan, banned in 2016.
tuoi tre, Vietnamese, banned in 2018.
Then, we gave the fonts to major German newspapers: Die Welt, Sueddeutsche Zeitung, taz, Augsburger Allgemeine. They used the fonts along with matching topics in print and digital to bring the shut down newspapers back to life.
To take it even further, billboards, posters and banners using the fonts directly confronted visiting politicians with the newspapers they tried to shut down.
On our website, there is a growing permanent archive for fonts of shut down newspapers. Anyone can download or directly use them to spread the message on the streets and on social media.
List the results
Fonts For Freedom launched around the state visit of Turkish president Erdogan in September 2018, with posters, billboards and banners all over Berlin. In total, more than 5 mio. issues of participating newspapers containing the fonts were distributed in print and digital. The campaign sparked a global debate about press freedom, with more than 400 media mentions around the world and 2.7 mio. interactions – downloads, comments, likes and shares. As a result, Fonts For Freedom helped the shut down newspapers to reach far more people than they originally would have, with more than 830 mio. contacts in 132 countries.