WORK FOR GOOD CUT - PRINT (OUTDOOR)

Keep up with reality - Reporters Without Borders
Global NGO focussing on press freedom

Shortlist

Title:	Keep up with reality
Brand:	Reporters Without Borders
Product/Service:	Global NGO focussing on press freedom
Client:	Erik Larsson
Agency:	Åkestam Holst NoA
Creative Director:	Joakim Khoury, Daniel Vaccino
Title:	THE AMAZING RACE
Title:	THE APPRENTICE
Title:	PARADISE HOTEL
Title:	MASTERCHEF
Title:	THE BIGGEST LOSER
Release Date:	2025-04-03
Individual Credits:	Tiago Pinho, Creative / Åkestam Holst NoA
Individual Credits:	Aidaras Lavrinovičius, Creative / Åkestam Holst NoA
Individual Credits:	Jesper Ander, Business Director / Åkestam Holst NoA
Individual Credits:	Bella Lagerquist - Account Manager / Åkestam Holst NoA
Individual Credits:	Hugo Walmo - Head of Art / Åkestam Holst NoA
Individual Credits:	Anna Forsberg - Final Artist / Åkestam Holst NoA
Individual Credits:	Stefan Karlström - Retoucher / BT Studio
Individual Credits:	Erik Larsson - President / Reporters Without Borders Sweden
Individual Credits:	Katarina Carlsson - Head of Operations / Reporters Without Borders Sweden
Individual Credits:	Haddy Foon Wendin - Project Manager / Reporters Without Borders Sweden
Individual Credits:	Jacky Naegelen - Photographer
Individual Credits:	Wissam Nassar - Photographer
Individual Credits:	Karim Sahib - Photographer
Individual Credits:	Ahmad Salam - Photographer
Individual Credits:	Sergey Ponomarev - Photographer
Notes for Judging:	Reporters Without Borders (RSF) is a global NGO dedicated to defending press freedom and protecting journalists under threat. In Sweden, RSF has a strong presence, but faces a growing challenge: while access to journalism is greater than ever, public engagement with hard news is declining. Meanwhile, reality TV and light entertainment dominate attention spans. Escapism is on the rise. “Keep up with reality” was created to confront this shift. The campaign uses the uncomfortable contrast between reality TV show titles and powerful press photography to provoke reflection and spark support for independent journalism. It launched in Sweden at a moment of heightened urgency: RSF’s annual Press Freedom Index was about to launch, and it previewed alarming statistics, showing a major decline in global press freedom. The campaign uses large outdoor formats in prime public locations and full spread prints – a deliberate choice to match the scale with the raw emotions of the idea. Each execution juxtaposes raw, award-winning photojournalism (including work by Sergey Ponomarev and Wissam Nassar) with escapist entertainment references, forcing readers to acknowledge the widening gap between fiction and fact and reflect on their own media consumption habits. For Reporters Without Borders, this was not just a message. It was a mission. In a country that values transparency and democratic ideals, “Keep up with reality” served as both a cultural warning and a call to action: press freedom only matters if people are paying attention.