Al Joumhouria – Uncensored Press (Lebanon)
Transformed censored war photography into typographic “typics” that bypassed algorithms, giving frontline journalism global visibility.
Submitted by OMD TBWA\Raad
Winner’s Citation
PLATINUM in the 2025 Marketing Makes a World of Difference Awards.
Al Joumhouria’s “Uncensored Press” turned censorship into creativity. By transforming blocked war images into text-based art, the newspaper ensured that frontline journalism could still be seen, shared, and acted upon. The campaign not only reignited debate about digital censorship but also offered a scalable, open-source solution for journalists worldwide. In doing so, Al Joumhouria elevated its role from a national news outlet to a global voice for press freedom—proving that when truth is hidden, marketing can find a way to reveal it.
How it Makes a World of Difference
In an era when censorship is often invisible—buried not by governments but by algorithms—Al Joumhouria found a way to give silenced stories a second life. By transforming censored war images into “typics,” text-based recreations built from letters and symbols, the newspaper exposed the hidden dangers of algorithmic moderation while protecting the integrity of frontline journalism. This campaign didn’t just preserve freedom of expression in Lebanon; it sparked a global conversation about the right to truth in a digital world.
Jury Lens Evaluation
- Promise Becomes Action: Al Joumhouria promised uncensored truth, then acted boldly by reinventing imagery through typography.
- Trust: The campaign positioned the newspaper as a fearless advocate for free journalism, growing credibility among younger audiences and the wider public.
- Growth: While not commercial in the traditional sense, the initiative expanded the paper’s reach and redefined its brand stature from national to global.
- Difference: The typics format offered an innovative, scalable workaround to censorship—an open-source idea that can be adopted by journalists and NGOs worldwide.
Results that Make a Difference
- 500,000+ impressions on social media in the first 10 days with zero takedowns, proving the typic strategy worked.
- 7,500+ petition signatures across four continents, showing global resonance.
- 31,000 print copies and 170,000 estimated readers reached in Lebanon.
- Broad earned media coverage and invitations to international press freedom forums.
- Increased trust and recognition for Al Joumhouria as a symbol of press resistance.
