Look at the billboards above. The by-lines in their newspaper extracts have “e” added. They don’t just state who wrote the article, but also who paid with their life for it.
The campaign is by Anorak NoA for Narvesen, Norway’s largest convenience chain. That, too, is unexpected. But the chain has a history of selling newspapers and magazines from all over the world. The campaign marks World Press Freedom Day together with Reporters Without Borders and The Nobel Peace Center. World Press Freedom Day highlights the importance of free media and defend journalists’ right to do their job without fear of reprisals. On the same day, May 3, Reporters Without Borders presents its annual press freedom index, which Norway has topped for several years in a row.
“Freedom of speech has been close to Narvesen’s heart ever since Bertrand Narvesen established the chain in 1894. We mark this day by paying tribute to all champions of freedom of speech and democracy – even those who can’t fight any longer,” stated Ingebjørg Hjortdahl, marketing director at Reitan Convenience Norway.
In the years after the Second World War, Narvesen was the only open distribution channel for newspapers and magazines in Norway, and the chain was central to the creation of the Free Word Foundation in 1974 – with the aim of strengthening freedom of speech in Norway.
Included in the campaign is an exhibition was held outside the Nobel Peace Center from Friday April 26 to Friday May 3. This is also where this year’s Press Freedom Index will be released.
The journalists who are honoured in Narvesen’s campaign have been carefully selected in collaboration with Reporters Without Borders Sweden. German, Warishe and Ferral are just three of countless people who have lost their lives for their jobs, but through them Narvesen wants to tell the story to journalists all over the world.
“Freedom of speech is so deep-rooted in our country, that the alternative is not only far from our consciousness, but can also be difficult to imagine. In many countries, journalism is literally a life-threatening profession. Our creative ambition was to point that out, as simply and powerfully as possible,” noted Anorak NoA creatives, Sebastian Pandonis, Stein Simonsen, Kasper Tuvnes and Jens Bjørklund
Credits:
Creative Agency: Anorak NoA
Creatives: Sebastian Pandonis, Jens Bjørklund, Stein Simonsen & Kasper Tuvnes
Project Manager: Katrine Berget
Client Directors: Tina Wesselsen & Janne Espevalen
Designer: Louise Marie Pedersen
Nökkvi Thorsteinsson, Motion Designer: Nökkvi Thorsteinsson
Client: Reitan Convenience
Brand Manager: Madelaine Meyn
Nobel Peace Center: Hege Østmo & Kim Reksten Grønneberg
Reporters Without Borders/RSF Sweden: Erik Halkjaer
