Wars, famine, global warming, inequality. Faced with the changes that the world is living in recent years, for many people the television and reality shows They continue to offer an escape and distraction in the face of uncertainty and restlessness. A situation that is aggravated by the misinformation and which stand up from Reporters without borders Sweden with his new communication campaign.
“We need to remind people that the facts are more important than fiction”
The organization calls citizens to look at reality, however hard it is. Does it by combining the Telerreality programs titles more popular globally with conflict press images worldwide. The campaign is entitled “Keep up with reality” (“Stay up to date with reality”), in direct allusion to the original title of the program “Las Kardashian” (“Keeping Up With The Kardashians”).
The campaign, devised by the creative agency ÅKESTAM HOLST NOAUse photographs of photographic journalism icons such as Sergey Ponomarev or Wissam Nassar. On the images, borders without borders places series names and programs known as “The Amazing Race”, “The Apprentice”, “Masterchef” or “Paradise Hotel”, playing with The content of these productions and situations They show the images.
In this way, the organization aims to combat the escapist current of the media from the visual impact of photographs that emphasize the contrasts between fiction and reality. As explained in the statement, all with the ultimate goal of getting people to reflect on their own Media consumption habits.
“Today is easier than ever avoiding information”, Explains Erik Larsson, president of reporters without borders Sweden, in a statement.“At the same time, press freedom is being questioned by many anti -democratic forces worldwide. We need to remind people that the facts are more important than fiction. Ignorance is terrifying”
For his part, Joakim Khoury, creative director of Åkestam Holst Noa, says that although access to journalistic work is guaranteed more and more countries, the Current information consumption It is actually decreasing. “Since light entertainment and reality shows dominate worldwide, we wanted to capture this paradox and make people stop dry”, He says in the statement.
The campaign has been activated, as confirmed from the agency A Reason.WHYin the printed versions of the newspapers Dagens Nyheter and Expressand in advertising fences of Ocean Outdoor in Sweden during the first week of April. Its launch occurs within the framework of the presentation in a few weeks of the annual index of press release of reporters without borders, the report with which the organization measures the health of the profession worldwide.
