In a world where political speeches often promise hope and change, only to deliver oppression and censorship, Reporters Without Borders Germany (RSF) sheds light on this deceptive cycle with their latest campaign, “The First Speech.” As RSF celebrates its 30th anniversary, it launches a poignant initiative aimed at highlighting the stark contrast between the inspiring words spoken by modern autocrats during their inaugural addresses and their subsequent crackdowns on human rights and independent journalism.
At the heart of the campaign lies a profound observation encapsulated in its tagline: “The loss of freedom is never obvious at first.” This sentiment underscores the insidious nature of autocratic regimes, which often cloak their true intentions behind eloquent rhetoric and grand promises.
“The First Speech” campaign arrives at a critical juncture for democracy, coinciding with 2024, the largest electoral year in history, with more than 80 countries conducting elections and an estimated 4 billion voters participating. Against this backdrop, RSF aims to raise awareness about the erosion of press freedom and democratic values, urging individuals to remain vigilant and support independent journalism.
Crafted by Innocean Berlin in collaboration with Stink Films Berlin, the campaign comprises a series of compelling films, posters, digital out-of-home displays, and social media activations. Directed by Giordano Maestrelli, the films transport viewers back to the pivotal moments when autocratic leaders like Vladimir Putin, Recep Tayyip Erdoğan, and Nicolás Maduro assumed office, juxtaposing their lofty promises with the harsh realities of their rule. Through captivating cinematography by Konrad Losch, the films capture the disillusionment of citizens as they witness the betrayal of trust by their once-promising leaders.
The campaign’s message is clear and urgent: “Trust the Free Press. Not Pretty Words.” By championing the cause of independent journalism, RSF aims to empower individuals to resist autocratic manipulation and defend press freedom. The call-to-action encourages audiences to support RSF’s mission by making donations, thereby enabling the organization to continue its vital work in protecting journalists and promoting media freedom worldwide.
In addition to the impactful films, the campaign features long-form posters and digital out-of-home displays that juxtapose excerpts from the autocrats’ inaugural speeches with images of journalists from Russia, Turkey, and Venezuela facing repression under their regimes. These poignant visuals serve as a stark reminder of the dangers journalists encounter in their pursuit of truth and accountability.
Giordano Maestrelli, Director at Stink Films, reflects on the campaign’s creative process, emphasizing the power of simplicity and cinematic storytelling in conveying its message. By reframing past events and prompting viewers to reassess their realities, “The First Speech” seeks to sow seeds of doubt and awareness, fostering critical thinking and collective action in defense of democracy and press freedom.
As “The First Speech” campaign unfolds in Germany and reaches audiences through various media channels, it serves as a poignant reminder of the enduring importance of independent journalism and the ongoing struggle for freedom of expression in an increasingly authoritarian world. Published in April 2024, the campaign represents a milestone in RSF’s efforts to uphold press freedom and hold autocratic regimes accountable for their actions. Through its integrated approach and powerful storytelling, “The First Speech” aims to ignite conversations, inspire action, and safeguard the principles of democracy for generations to come.
