Client
UNESCO

Category
Campaign

Deliverables
Campaign video, Social Media and media articles

#ProtectJournalists

Background

Close to 1,200 journalists have been killed in the past fourteen years (2006-2019) for reporting the news and bringing information to the public. The global conviction rate for violent crimes against journalists and media workers is unacceptably low – estimated at only one in every ten cases.

That means 90% of the perpetrators go unpunished.

Challenge

With Rooftop’s support, UNESCO launched a global multimedia campaign for the International Day to End Impunity Against Journalists in November 2020. The campaign called on authorities everywhere to bring the cases of murdered journalists to justice and paid tribute to journalists who have been killed or attacked for doing their job.

Solution

Rooftop produced a wide range of visually-led social media content that focused on the importance of journalists in society, the need to strengthen the judiciary’s role in investigating and prosecuting crimes and attacks against journalists, and honoring the memory of journalists who have been killed for their work. This included sharing the tragic stories of journalists who were killed in different parts of the world, which enabled the campaign to put names and faces to the statistics and emotionally engage the audience.

Rooftop also supported UNESCO with targeted and structured marketing tactics to increase engagement and awareness around the campaign, which ultimately contributed to the success of the campaign: the English campaign video was the most viewed video on UNESCO’s Twitter channel.

Protect Journalists

The Result

Furthermore, campaign content and messages, through #EndImpunity and #ProtectJournalists, received a total of 43K global mentions (media articles & social media posts). UNESCO channels – including language and country accounts – posted 350 times. #EndImpunity and #ProtectJournalists generated around 30K engagements on UNESCO’s Twitter, Facebook and Instagram channels. UNESCO content directly reached 3M people on its Facebook, Twitter and Instagram channels.

Video views

People reached

Campaign mentions

Engagements

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