I don’t think this concept quite works for me. Usually, the impact of an ad like this comes from inserting something shocking in an otherwise familiar scenario. But for many of us, big and/or exotic game hunting is already a horrific cultural artifact from less enlightened times. This explains the use of the word “ban” (as hunting most of those other animals is widely banned — with the exception of the poor bear.)
The intent, I guess, is to show those against press freedom as regressive douchebags who respect neither nature nor human rights. But in my opinion, when you mix these two issues in this way, they kind of cancel each other out.
(More after the break)
I had wondered if this was a case of the concept not translating, but the French version is literally the same: “Arrêtons la chasse aux journalistes”.
It’s certainly an important cause. As the JWT’s post points out, 615 reporters around the world have have been murdered on the job in the past 10 years.
As a messaging guy, I wonder if the whole thing would have held together better if the copy had played on the idea of “endangered”.
What do you think?
Reporters Without Borders
Executive Creative Director: Ghislain de Villoutreys
Creative Director: Julien Foulatier
Art Director: Cindy Manautou
Copywriter: Lydie Eliashberg
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