Campaign: The Redactivists

WPP company:
Superunion Hong Kong and Ogilvy Hong Kong
Client:
Amnesty International

Overview

When five Hong Kong booksellers were abducted for selling books that criticised the Chinese Government, Amnesty International took action to highlight this threat to freedom of expression. A temporary bookstore was opened selling books with their contents completely redacted and several news and social media websites showed blacked out posts for a day.

Results & Awards:

  • #1 Hong Kong Sub Reddit.
  • 80,000 Facebook interaction.
  • $128,000 raised for the charity.
  • Cannes Lions 2017: Winner, Silver, 3 Bronze.
  • D&AD Awards 2017: Wood Pencil.
  • Clio Awards 2017: 2 Silver.
  • 16 - peace