Turkish newspaper Radikal put together a brilliant campaign to simulate Internet censorship, specifically what it would be like if a new Internet law was passed that would allow the Turkish government to erase any content within four hours, without the need for a court order.
On its own website, Radikal's news stories began to fade away over the course of four hours and after that time, were deleted completely and replaced with a message about the campaign. Hundreds of news stories disappeared from the site, showing what damage could be done if the new law ended up being passed.
Within just an hour, the campaign began trending online and started a social movement that sparked interest in the issue of Internet censorship in Turkey. As a result, this campaign for Radikal by Istanbul's TWBA agency became a Gold Winner at Cannes Lion 2014.
Disappearing News Campaigns
Radikal's Campaign for Internet Censorship Sparked a Social Movement
Trend Themes
1. Internet Censorship Awareness - The Radikal campaign showed the effectiveness of experiential marketing in sparking interest in the important issue of internet censorship.
2. Social Media Responsiveness - The massive online response to the campaign highlights the importance of instant and effective social media strategies to gain publicity.
3. Online Privacy - The campaign also raised concerns over government surveillance and the need for greater online privacy protections.
Industry Implications
1. News and Media - The Radikal campaign can inspire other news outlets to utilize creative marketing strategies that bring attention to important social issues.
2. Public Relations and Advertising - The campaign demonstrates that creating a creative and disruptive campaign can be effective in promoting a message and generating awareness.
3. Technology and Internet Services - The campaign highlights the need for technology and internet service providers to prioritize user privacy and security within their products and services.