Democratech
Client: Democratech
Product: Protest Organization
Title: Dark Day for Democracy
Media: Print
Country: ISrael
Date Of Campaign: 25/7/2023
Background: Since January 2023, the Israeli government has been trying to pass laws that eliminate democracy. This reached a critical point on July 24, at 15:45 PM, with the passage of the government’s first dictatorial law. This law significantly weakens the checks and balances of the Supreme Court and gives the government unlimited power.The situation demanded an immediate and impactful response. The brief was clear: mobilize a campaign that would highlight the gravity of the situation. The objective was to create a powerful symbol of protest that would resonate both nationally and internationally, drawing attention to the erosion of democratic principles.The media insight was the unprecedented unification of Israel's five leading newspapers—a move never seen before. This collaboration was pivotal for the campaign's impact, leveraging the trust and daily reach of print media to make a statement.
Idea: With the passage of a law that severely undermined democratic checks and balances, the urgency to act was paramount. The creative insight was to bring together Israel's five leading newspapers, which despite their competitive nature, agreed to unite in a powerful display of solidarity against the government's actions. This unprecedented collaboration resulted in the front pages of these newspapers being replaced with a stark, black ad, with "A Dark Day for Israeli Democracy" subtly inscribed at the bottom.
Results: The "Dark Day for Democracy" campaign achieved significant impact: it trended on social media, indicating high public engagement, and generated 94 million organic impressions, showcasing its wide reach. The campaign's visibility led to an estimated $16 million in earned media value, underlining the extensive coverage and discussion it sparked. Crucially, the campaign played a role in the repeal of the controversial law five months later, reflecting its direct influence on public opinion and policy. This outcome not only demonstrated the campaign's effectiveness in mobilizing support for democratic values but also significantly enhanced the brand perception of "Democratech" and the participating newspapers as pivotal voices in defending democracy.
