Title | READ BETWEEN THE LIES |
Brand | HELSINGIN SANOMAT |
Product/Service | NEWSPAPER |
Category |
D07. Corporate Purpose & Social Responsibility |
Entrant
|
TBWA\HELSINKI, FINLAND
|
Idea Creation
|
TBWA\HELSINKI, FINLAND
|
Idea Creation 2
|
HELSINGIN SANOMAT Helsinki, FINLAND
|
Media Placement
|
HELSINGIN SANOMAT Helsinki, FINLAND
|
Production
|
TBWA\HELSINKI, FINLAND
|
Post Production
|
TBWA\HELSINKI, FINLAND
|
Credits
Niina Käkelä |
Helsingin Sanomat |
Brand & Content Marketing Manager |
Veera Siivonen |
Helsingin Sanomat |
VP, Portfolio development and Marketing |
Tuomas Jääskeläinen |
Helsingin Sanomat |
Art Director |
Jyrki Poutanen |
TBWA\Helsinki |
Chief Creative Director |
Erno Reinikainen |
TBWA\Helsinki |
Creative Director |
Aki Toivonen |
TBWA\Helsinki |
Creative Strategist |
Matti Virtanen |
TBWA\Helsinki |
Art Director |
Martta Kallio |
TBWA\Helsinki |
Senior Copywriter |
Noora Murremäki |
TBWA\Helsinki |
Executive Account Director |
Rosa Kojonkoski |
TBWA\Helsinki |
Project Manager |
Timo Klemola |
TBWA\Helsinki |
Designer |
Lauri Gran |
TBWA\Helsinki |
Creative |
Tuomas Perälä |
TBWA\Helsinki |
Senior Copywriter |
Mikko Pietilä |
TBWA\Helsinki |
Executive Creative Director |
Emma Kanninen |
TBWA\Helsinki |
Copywriter |
Translation. Provide a full English translation of any text.
Dear citizens Covid-19 is not a problem for us. Read between the lies.
Today we celebrate World Press Freedom Day. Several governments have lied about the impact of the COVID-19 pandemic. Distorting information and concealing facts have further deteriorated the freedom of the press in countries such as China, Iran, Iraq and Hungary.
Please tell us how the brand purpose inspired the work
Freedom of the press is one of the corner stones of Helsingin Sanomat, the Nordic’s largest newspaper. Whenever press freedom is threatened, it is the newspaper's responsibility to report about it and fight back any way possible. This has paid off well as Finland now ranks in second place in World Press Freedom Index compiled by Reporters Without Borders (RSF).
During the outbreak of Coronavirus many countries were hiding the facts and suppressing journalists trying to tell the truth. This is why on World Press Freedom Day May 3rd they published an ad showing how the truth was forced between the lines and how press freedom was once again under attack.