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The Uncensored Library

Even in countries where most media is blocked, Minecraft is still easily accessible. Reporters Without Borders (RSF) used this loophole to build The Uncensored Library in the game and reach young people suffering under censorship. A vast digital library where censored journalists republished their articles inside Minecraft books. The library reached over 25 million gamers, was featured in over 860 news articles (2.9 B. reach), and donations to RSF increased by more than 62%.

Awards

European Star-Johannes Newrkla Brand Experience New Use of Media
Gold Award Integrated & Innovation Best Use of Technology
Gold Award Integrated & Innovation Non-profit/public service/NGO
Gold Award Brand Experience PR / Events
Gold Award Brand Experience New Use of Media
Gold Award Interactive & Mobile Non-profit/public service/NGO
Member Club Gold Award Integrated & Innovation Non-profit/public service/NGO
Member Club Gold Award Brand Experience PR / Events
Member Club Gold Award Brand Experience New Use of Media
Member Club Gold Award Brand Experience New Use of Media
Member Club Gold Award Interactive & Mobile Non-profit/public service/NGO
Member Club Gold Award Integrated & Innovation Best Use of Technology

Details

Categories:

Country:

Year:

Credits

Client:

Reporters Without Borders (RSF)

Agency:

DDB Group Germany

Agency Producer: Robert-Jan Blonk James Delaney
Art Director: Marco Lemcke Sandro Heierli Sirena Martinelli
Audio Producer: Wonder Bettin
Chief Creative Officer: Dennis May
Copywriter: Tobias Natterer
Creative Director: Patrik Lenhart Kristine Holzhausen Jan Harbeck
Designer: Felix Boeck Jurriaan Gossink Jeroen Hol
Managing Director: Christian Mihr
Programmer: René Drieënhuizen Johan Holwerda
Project Manager: Javier Sancho Rodriguez
Public Relations Officer: Kristin Bässe
Sound Designer: Lucas Mayer Markus Thomas

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