European Star-Johannes Newrkla
Brand Experience
New Use of Media
Gold Award
Interactive & Mobile
Non-profit/public service/NGO
Gold Award
Brand Experience
New Use of Media
Gold Award
Brand Experience
PR / Events
Gold Award
Integrated & Innovation
Non-profit/public service/NGO
Gold Award
Integrated & Innovation
Best Use of Technology
Member Club Gold Award
Interactive & Mobile
Non-profit/public service/NGO
Member Club Gold Award
Brand Experience
New Use of Media
Member Club Gold Award
Brand Experience
New Use of Media
Member Club Gold Award
Brand Experience
PR / Events
Member Club Gold Award
Integrated & Innovation
Non-profit/public service/NGO
Member Club Gold Award
Integrated & Innovation
Best Use of Technology
- Client
- Reporters Without Borders (RSF)
- Agency
- DDB Group Germany
Even in countries where most media is blocked, Minecraft is still easily accessible. Reporters Without Borders (RSF) used this loophole to build The Uncensored Library in the game and reach young people suffering under censorship. A vast digital library where censored journalists republished their articles inside Minecraft books. The library reached over 25 million gamers, was featured in over 860 news articles (2.9 B. reach), and donations to RSF increased by more than 62%.
Credits
- Copywriter
- Tobias Natterer
- Production Company
- MediaMonks Blockworks
- Chief Creative Officer
- Dennis May
- Project Manager
- Javier Sancho Rodriguez
- Audio Producer
- Wonder Bettin
- Managing Director
- Christian Mihr
- Public Relations Officer
- Kristin Bässe