Swedish campaign hits Mar-a-Lago

Swedish press freedom campaign rolls out in the US – appears near Mar-a-Lago and in The New York Times

The United States has reached its lowest ranking ever in the World Press Freedom Index. In response, Reporters Without Borders (RSF) is using a campaign developed in Sweden to highlight the growing challenges facing journalism in the country.

Released on April 30 ahead of World Press Freedom Day, this year’s index places the US at 64th – its lowest position to date, following a sharp decline over the past decade.

To draw attention to the situation, RSF has launched a campaign in the US originally developed by NoA Åkestam Holst for Swedish press retailer Pressbyrån. While Pressbyrån is activating the campaign in Sweden, RSF is using it in the US to address the country’s deteriorating press freedom.

The campaign builds on previous work highlighting journalists in conflict zones through documentary-style imagery. This year, the focus shifts to the United States, where journalists are increasingly working under pressure and risk.

In the US, the campaign appears as a large billboard near Mar-a-Lago – one of the country’s most symbolically charged locations – and as a full-page placement in The New York Times.

– The campaign clearly reflects the concerning development highlighted in our press freedom index. When the opportunity arose to use it in the US with RSF as the sender, we saw its potential to raise awareness on the ground, says Erik Larsson, spokesperson for Reporters Without Borders Sweden.

RSF has also intensified its efforts in the US, including support for protective equipment, safety training, and legal action against decisions that restrict journalistic work.

– We have made journalism accessible in Sweden for over a hundred years. At a time when press freedom can no longer be taken for granted – even in the world’s largest democracy – we want to do what we can to highlight the issue, says Lennart Schultz, Head of Communications and Marketing at Pressbyrån.

In Sweden, Pressbyrån continues to run the campaign across DOOH, print, social media and in-store channels. On World Press Freedom Day, newspapers are sold at half price, with part of the proceeds supporting RSF’s work globally.