In the face of rampant disinformation surrounding the conflict between Israel and Hamas and the proliferation of Russian propaganda across millions of social media accounts, Reporters Without Borders (RSF) unveils a compelling campaign video. Crafted by the Paris-based advertising agency BETC, this impactful video swiftly underscores journalism’s vital role in the fight against disinformation.
The video focuses on Russian propaganda messages circulating on social media, disseminating false narratives about the invasion of Ukraine. These messages, shared tens of thousands of times, underscore the urgency of relying on journalists on the ground to counter disinformation, manipulation, and propaganda.
Building on RSF’s 2022 campaign addressing Vladimir Putin’s propaganda speeches on Russian television, this new video seeks to cultivate an appreciation for journalism’s significance in raising awareness and mobilizing the public on critical issues affecting their future.
In Ukraine, RSF’s teams continue to provide essential support—material, psychological, and financial—to journalists in need. The press freedom centers in Lviv and Kyiv, established by RSF, remain hubs for journalists, countering the Kremlin’s propaganda. Additionally, RSF launches an unprecedented initiative—delivering independent TV content to Russian-speaking audiences via satellite.
This campaign video serves the dual purpose of emphasizing the importance of journalism in combating disinformation and supporting RSF’s ongoing efforts in Ukraine and globally. Targeted at the general public, the video will be broadcasted on TV channels, shared across social media platforms, and made available to interested websites.
Produced by the BETC ad agency with collaboration from the Dutch foreign ministry, the video, directed by Chloé Dupeyrat, stands as a poignant call to “Fight disinformation. Arm yourself with facts.” Published in France in December 2023, this Film medium campaign represents Reporters Without Borders’ commitment to truth, journalistic integrity, and countering the harmful impact of disinformation on a global scale.
