LGBT Association - "The Folded Newspaper (Film)" by PHNX Awards 2023
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| Title | The Folded Newspaper (Film) |
| Agency | Blanco |
| Campaign | The Folded Newspaper |
| Advertiser | LGBT Association |
| Brand | LGBT Association |
| Date of First Broadcast/Publication | 2023 / 1 |
| Product | LGBT Association |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | The most religiously radical government in Israel was about to take power on January 1, 2023. Senior officials of the new government have publicly declared that they intend to enact laws that discriminate against the LGBT community once they take office. In order to raise the people’s voice against it, on the government's first day, The LGBT Association came up with a way to turn the ruling party’s newspaper into a symbol of protest against the ruling party itself. We bought a half-page ad, which seems to be innocent, in the back of the ruling party's paper “Israel Today”, and secretly invited our community to fold the paper in a specific way that unfolds our poignant message together with the paper’s iconic logo: “Israel Today”, Russia tomorrow? Do not let Israel become a hostile country for the LGBT community. ‘The Folded Newspaper’ became a symbol of the LGBT protest on social media, as thousands of people purchased the paper, folded it and shared it to raise their voice against the new government. |
| Media Type | Case Study |
| Length |