It is ironic that in a world where information is more accessible than it has ever been, finding the truth is harder and harder to find. Fake news and conspiracy theories thrive; the veracity and quality of information is under threat. To combat this, journalists must do their job with awareness of these challenges.
This year, Chinese whistleblowers defied censorship in order to alert the world to the seriousness of the pandemic. For the US election, major American media tirelessly fought against disinformation, which was essential to protect democracy. Journalists all over the world defend minorities, protect the environment and denounce police violence and corruption. Reporters Without Borders defends those that help people to understand the world and take action against injustice. It needs money to do its job.
BETC has created a film that makes the importance of journalist’s work clear. Its campaign film, #FightForFacts, shows four examples of situations only journalists can shed light on: a prisoner held in conditions unworthy of human dignity, exhausted migrants, a young woman forced into an unwanted marriage, and rows of bodies of COVID-19 victims lined up on an ice rink and its visual metaphor shows what happens when journalism is not able to do that. The film ends with the striking observation, reality only exists if someone reports it.
The campaign is running on major French and international television channels, as well as on digital and social networks.
Credits:
Agency: BETC
Executive Creative Director: Stéphane Xiberras
Associate Creative Directors: Dominique Marchand & Jean-Michel Alirol
Art Director: Jean-Michel Alirol
Assistant Art Director: Audrey Coffignot
Copywriter: Dominique Marchand
TV Producer: Jennifer Braux
Account Management: Catherine Emprin, Guillaume Espinet, Hugo Ghiglia & Lucie Guigal
Production Company: Birth
Director: Vincent Rodella
Producer: Tristan Beraud
Production Directors: Juliette Gaignault & Hugo Merival
DoP: Nico Poulsson
1st Director Assistant: Juliane Aufort
Post-Production: Mathematic
VFX Producer: Guillaume Audibet
VFX Supervisor: Yann Aldabe
Post-Producer: Laura Warnault
Editors: Vincent Marchand & Johan Luce Antoinette
Grade: Emiliano Serantoni
Music: Alex Baranowski
Sound Production: Lime Studios
Mix & Sound Designer: Joel Waters
Sound Production (Tv Version): Benzene
Client: Reporters Sans Frontières (Reporters Without Borders)
Client Management: Christophe Deloire & Emilie Poirrier