Reporters Airlines

RSF and The Good Company turn in-flight safety instructions into a warning highlighting the risks faced by journalists worldwide

To mark the release of the 2026 World Press Freedom Index on April 30, 2026, Reporters Without Borders (RSF) and creative agency The Good Company have reimagined airline safety cards - tailoring them to the real risks journalists face depending on the country where they are headed.

A ranking that underscores a growing concern
Each year, RSF’s World Press Freedom Index provides a detailed picture of access to free and independent information worldwide. In 2026, the findings are particularly concerning. In many countries, journalists face increasing risks - from pressure and arrest to abduction and worse. More than a ranking, the Index serves as a concrete indicator of the dangers faced by those reporting the news across the world.

A simple idea, unsettling and impossible to ignore.
To make this reality more tangible, RSF and The Good Company have repurposed a universal format: airline safety instructions—a familiar, reassuring moment known to all.

Set within the fictional airline Reporters Airlines, the campaign shifts the focus: these instructions are no longer for passengers, but for journalists. Adapted to specific destinations, they translate—directly—the risks journalists face on the ground.
By using well-known travel destinations, the campaign creates a sharp contrast between the allure of travel and the reality in places where access to reliable information is often under threat.

“There are some issues where communication isn’t enough -you have to take a stand. Press freedom is one of them. What journalists experience in many countries is unbearable -and too often invisible. Reporters Airlines is our way of making that reality impossible to ignore,” says Hadi Hassan-Helou, Creative Director at The Good Company.

“The Good Company delivered a campaign that uses humor to highlight the serious decline in journalists’ safety in recent years. It is a warning to the public - both as citizens concerned about threats to journalism and as travelers visiting destinations where press freedom isn’t guaranteed,” adds Thibaut Bruttin, Director General of RSF.

A campaign designed to reach people in their everyday lives
The campaign includes three films, each featuring safety instructions adapted to a destination: Vietnam (174th), Mexico (122nd) and Tanzania (117th), performed by flight attendants.

The films will run across DOOH in major French train stations, supported by OOH print in the metro, train stations, the press, and radio, with audio adaptations of the safety instructions.

Digitally, the campaign extends to BeReal and Meta, with illustrated safety cards inspired by those found on airplanes. A teaser phase on social media, built around the fictional airline Reporters Airlines, gradually introduces the campaign universe. Placed in everyday environments, the campaign creates a strong contrast between a familiar format and a much less familiar reality.