Campaign: The Redactivists

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


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