CLIENT: Reporters Sans Frontières (Reporters Without Borders)
CLIENT MANAGEMENT: Christophe Deloire, Emilie Boulay
AGENCY: BETC
AGENCY MANAGEMENT: Catherine Emprin, Guillaume Espinet, Hugo Ghiglia
EXECUTIVE CREATIVE DIRECTOR: Stéphane Xiberras
CREATIVE DIRECTORS: Dominique Marchand, Jean-Michel Allirol
TV PRODUCER: Florent Brière
PRODUCTION HOUSE: General Pop
SOUND PRODUCTION: Kapagama
DIRECTOR: Caroline Grimpel
Published: May 3rd 2018
Synopsis:
To mark World Press Freedom Day (3 May), Reporters Without Borders (RSF) is launching a “#FightFakeNews” campaign, because combatting disinformation is now one of the biggest challenges for journalism’s defenders.
The campaign’s key element is a TV spot entitled “FightFakeNews” that was produced for RSF by the French creative agency BETC & Director Caroline Grimpel.
It compares the harm to humans caused by counterfeit industrial or pharmaceutical products with the political harm resulting from counterfeit news and information. Unlike the traditional type of fakes, whose impact on health or the environment is visible and measurable, “fake news” undermines the foundations of democracy in a more insidious way.
Fake meddles into our lives. And when it comes to fake news, it not only our purses that are being manipulated but our minds.
#FightFakeNews
Its launch comes a week after the publication of RSF's 2018 World Press FreedomIndex and a month after the formal launch of the JournalismTrust Initiative (JTI),a media self-regulatory initiative designed to promote real journalism in thenew information ecoystem. The JTI was launched jointly by RSF and its partnersAgence France-Presse (AFP), the European Broadcasting Union (EBU) and theGlobal Editors Network (GEN).