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Future Daily on April Fool

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Integrated / 2011

Thirteen years after the handover to China, Hong Kong is facing increasing threats to press freedom. This campaign was designed to alarm the public about the worrying decline of freedom of speech in Hong Kong. We created a website and asked people to write what they thought would make the headlines in 18 years. We then published the most voted-for stories, word for word, in a special edition paper that we distributed on April Fools’ Day. The futuristic theme and April Fool launch acted as a smokescreen for people to express their heartfelt opinions.

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