Reporters Without Borders

Fight disinformation. Arm yourself with facts.

Agency: BETC Paris


As disinformation about the war between Israel and Hamas spreads like wildfire and millions of social media accounts continue to relay Russian propaganda, Reporters Without Borders (RSF) is unveiling its new campaign video. Devised and produced by the Paris-based advertising agency BETC, this powerful video quickly demonstrates journalism’s importance in combatting disinformation.

This new video highlights Russian propaganda messages denying the facts about the invasion of Ukraine that have been posted and shared on social media, sometimes tens of thousands of times. The video’s message is that only the work of journalists on the ground can enable us to thwart disinformation, manipulation, and propaganda.

Following RSF’s campaign video released at the end of 2022 about the propaganda speeches delivered by Vladimir Putin on Russian television, this new video aims to get viewers to appreciate journalism’s importance in raising awareness and in motivating the public about issues that are critical for their future.

In Ukraine, RSF teams are still providing material, psychological, and financial assistance to journalists who need it. In Lviv and Kyiv, the press freedom centres created by RSF continue to receive dozens of reporters every day. To thwart the propaganda broadcast by the Kremlin, RSF has also launched an unprecedented initiative – the provision of independent TV content to Russian-speaking audiences by satellite.

This campaign video is intended to help RSF raise part of the funds it needs to continue its work in Ukraine and the rest of the world. Targeted at the general public, it will be carried by TV channels, shared on social media, and made available to all websites that want it.

Produced by the BETC ad agency with support from the Dutch foreign ministry, the video was directed by Chloé Dupeyrat.

This professional campaign titled 'Fight disinformation. Arm yourself with facts.' was published in France in December, 2023. It was created for the brand: Reporters Without Borders, by ad agency: BETC Paris. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 4 months ago.


Brand: RSF (Reporters Without Borders)
Brand Managers: Christophe Deloire, Emilie Poirier
Ad Agency: BETC Paris
Production Company: POP (Prose On Pixels)
Director: Chloe Dupeyrat
Sound Company: GUM

Wyoming Whiskey


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.