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Journalists tell us the story behind the images #RSF

Journalists tell us the story behind the images #RSF


I really like this campaign by McCann Berlin for Reporters Without Borders (known by French acronym RSF). We live in a world on image-dominated media. Urban Legends can hardly keep up with debunking viral images that have either been mislabeled or deliberately altered for political gain (or even just prankster amusement).

While published words can too often also misguide us, I appreciate the message from dedicated journalists who risk their lives to give us the real story.

This campaign was presumably conceived in German and translated into English for the benefit of international ad bloggers and award show judges. But, as so often happens, the agency failed to have the translations proofread by an English speaker:


It’s a shame, because it makes an otherwise strong campaign an easy target for criticism.

Two more after the break.



Reporters Without Borders (RSF)
McCann Erickson Deutschland
Ads of The World

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more