Åkestam Holst NoA signs a new campaign for Reporters Without Borders
In a time of war, climate change and social and economic inequality, reality tv continues to serve as a popular distraction – offering a momentary break from the horrors of the real world.
Erik Larsson, President of Reporters Without Borders, Sweden.
“Today it´s easier than ever to avoid information. And parallel to this, free press is being questions by many un-democratic forces around the globe. We need to remind people of the importance of facts over fiction. Ignorance is a terrifying thing.”
Now, a new campaign urges people to turn their attention back towards reality, no matter how harsh it may be. For the creative executions, Agency Åkestam Holst NoA combined popular reality tv show titles with press images from around the world – including work from Pulitzer Prize-winning photographer Sergey Ponomarev and Pulitzer Prize-nominated photographer Wissam Nassar.
Tiago Pinho, Creative at Åkestam Holst NoA.
“Many of the photographers were in the line of fire, or off the grid. So, we waited on hold, often for months. With an idea like this, there is not cutting corners.”
With escapism on the rise, the ads hope to acknowledge the widening gap between fiction and fact – and get people to reflect on their own media consumption habits.
Joakim Khoury, Creative Director at Åkestam Holst NoA.
“Even if access to journalism is greater than ever, public engagement with hard news is declining. As light entertainment and reality tv dominate the global attention span, we wanted to snapshot this paradox and stop people in their tracks.”
Designed for print and outdoor, the campaign is launched at a moment of heightened urgency. Reporters Without Borders yearly “Press Freedom Index “will be announced in a few weeks, previewing alarming statistics – and showing a decline in global press freedom.
In this context, the message serves as both a cultural warning and a call to action. Press freedom only matters, if people are paying attention.
The campaign, named “Keep up with reality”, premiers during the first week of April.
Reporters Without Borders Sweden
President: Erik Larsson
Head of Operations: Katarina Carlsson
Project Manager: Haddy Foon Wendin
Åkestam Holst NoA
Creative Director: Joakim Khoury
Creative Director: Daniel Vaccino
Creative: Tiago Pinho
Creative: Aidaras Lavrinovičius
Business Director: Jesper Ander
Account Manager: Bella Lagerquist
Head of Design & Craft: Hugo Wallmo
Final Art: Anna Forsberg
Photographers
Jacky Naegelen
Sergey Ponomarev
Wissam Nassar
Ahmad Salem
Karim Sahib
BT Studio
Retoucher: Stefan Karlström
Media partner
Ocean Outdoor