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When a Tweet Becomes a #DeadTweet

When a Tweet Becomes a #DeadTweet


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:


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

Campaign website:


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.


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
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