2021 Winner
BronzeOnline Display Single
ONFR+
"Digital Prison Wall"
Juniper Park\TBWA
"Digital Prison Wall"
Juniper Park\TBWA
In 2020, freedom of the press was in peril. Thousands of reporters around the world were being jailed by their own governments simply for reporting the news. ONFR+ (a francophone, regional and free Canadian news outlet) wanted its local readership to stand in solidarity with jailed journalists who suffered in silence.
So, on World Press Freedom Day, ONFR+ blocked every article on its news site with a “Digital Prison Wall” – demonstrating how foreign governments hold their own news captive. Instead of serving a paywall asking for money, it encouraged readers to share the plight of imprisoned journalists.
To access the article, Canadians had to share the article on social media, bringing more readers to the platform and resulting in a chain of “Digital Prison Walls,” which increased traffic by 37%.
So, on World Press Freedom Day, ONFR+ blocked every article on its news site with a “Digital Prison Wall” – demonstrating how foreign governments hold their own news captive. Instead of serving a paywall asking for money, it encouraged readers to share the plight of imprisoned journalists.
To access the article, Canadians had to share the article on social media, bringing more readers to the platform and resulting in a chain of “Digital Prison Walls,” which increased traffic by 37%.
Credits
Chief Creative Officer: Graham LangGroup Creative Director: Neil Walker-Wells
Art Director: Olivia Hashka
Copywriter: Jon Dick
Director of Integrated Production: Nancy Rak-Swales
Director of Studio: Walter Medeiros
Communications Lead: Josh Burleton
Social Media: Megan O’Malley
Strategy: Yvonne Chung
Account Director: Anne LeGrand
Chief Marketing Officer: Carole Nkoa
Corporate Communications Lead: Melanie Grenier