“Fight disinformation. Arm yourself with facts.” – RSF unveils its year-end campaign video

As misinformation regarding the conflict between Israel and Hamas and Russian propaganda continues to spread rapidly across social media, Reporters Without Borders (RSF) has released a new campaign video. Created and produced by the Paris-based advertising agency BETC, this impactful video effectively showcases the importance of journalism in combating misinformation.

The video highlights Russian propaganda messages that deny the facts about the invasion of Ukraine, which have been widely shared on social media platforms, sometimes tens of thousands of times. The video emphasizes that only the work of journalists on the ground can help us counter disinformation, manipulation, and propaganda.

Following RSF’s previous campaign video released at the end of 2022, which focused on the propaganda speeches delivered by Vladimir Putin on Russian television, this new video aims to help viewers recognize the significance of journalism in raising awareness and engaging the public in crucial issues.

In Ukraine, RSF teams are continuing to provide material, psychological, and financial assistance to journalists in need. The press freedom centers established by RSF in Lviv and Kyiv continue to host dozens of reporters daily. To combat the Kremlin's propaganda, RSF has launched an unprecedented initiative, providing independent TV content to Russian-speaking audiences via satellite.

The purpose of this campaign video is to assist RSF in raising the necessary funds to support its work in Ukraine and around the world. Targeted at the general public, the video will be broadcasted on TV channels, shared on social media, and made available to all interested websites.

Produced by the BETC ad agency with support from the Dutch foreign ministry, the video was directed by Chloé Dupeyrat.

Brand: RSF (Reporters Without Borders)
Brand Managers: Christophe Deloire, Emilie Poirier
Ad Agency: BETC Paris
Production Company: POP (Prose On Pixels)
Director: Chloe Dupeyrat
Sound Company: GUM