When a Tweet Becomes a #DeadTweet

Posted by Marc van Gurp | 12-08-2012 20:51 | Category: Human rights, Media, Peace & Conflicts


Great use of media by JWT Paris for Reporters Without Borders (RSF).
Their new campaign is about the fact that sharing information can be very dangerous. As in a country like Syria where 38 amateur and professional journalists have been killed Since the start of the uprising. Most victims were suspected of using their mobile telephones and the internet.

RSF is campaigning about this with the use of a QR Code in the print ad and the dedicated website #DeadTweet.
The code takes you to a fictitious Twitter account showing the daily fear in countries like Syria:

Reporters Without Borders (RSF): #DeadTweet

At the end of the experience, a short awareness-raising message appears and the user can share it on social networks.

Campaign website:

Reporters Without Borders (RSF): #DeadTweet

RSF used a smartphone before in a campaign. Also a QR code in combination with a print ad.
See Print ad that literally speaks to the people.

Reporters Without Borders - Some mouth will never speak the truth - Muammar Gaddafi

More related posts from Reporters Without Borders:
- Power of pencils
- Ban Journalist Hunting
- Some countries treat journalists like you treat a pen
- World Day Against Cyber Censorship
- Muammar watch out, Twitter drops bird shit
- Soon you have to go there and get the news yourself

Reporters Without Borders (RSF)
JWT, Paris, France
Additional credits:
Creative Director: Ghislain De Villoutreys
Copywriter: Thomas Blanc
Art Director: Florian Amoneau
Art Buying: Valérie Todisco
Account Manager: Benjamin Taïeb
Rwb Manager: Alexandre Jalbert
Web Development: Tim Petricola
Photograph: Thomas Appert
Retouching: Mille Treize
Ads of the World

My comment


Your comment will not be visible until a moderator approves it.

Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.

image of a graduation cap

Recent in Academy

Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Read more

About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)