Reporters Without Borders wanted to reach young people suffering under strict online censorship. How? With Minecraft. Because even where all media is blocked, Minecraft is accessible. The game became a loophole to bypass censorship, with censored articles by acclaimed journalists republished as uncensored Minecraft books in the game. The Uncensored Library reached over 20m gamers, made more than 790 news articles, became an educational tool in schools and universities and increased donations for RSF by 62%. The library will stay open, giving the right to access information back to young people.
What did the judges have to say?
"Not only does this library give you access to real content and stories that would have otherwise been censored, it also is not partisan. It gives you the content and the reader takes from it what they will, rather than being spoon fed someone else's political agenda like most mainstream media houses today. NY times being left and Fox News being right as examples. You read what they want you to read with opinions and agendas baked in."Peter Khoury, Chief Creative Officer, TBWA\Hunt\Lascaris
"An aesthetic, functional and thoughtful piece of work for Reporters Without Borders that illustrates the power of gaming beyond interactive entertainment."Ben Furneaux, Lead Designer, Sony Computer Entertainment UK
"This idea hit all the D&AD Pencil criteria: it was inspiring, it was brilliantly executed and it was fit for purpose. Additionally, it rose above the rest and achieved true creative excellence. Finding a way to ‘hack’ the laws that promote censorship in oppressive countries was an amazing approach to achieve Reporters Without Borders’ mission and values of guaranteeing freedom of information and distributing information to populations that may not have had access to it otherwise."Marina Rodrigues, Senior Producer, Goodby Silverstein & Partners San Francisco
"There were so many remarkable entries it was hard to choose one, but the Uncensored Library really stood out as a unique entry because of how culturally relevant it was. It was inspirational, aspirational, emotive and the execution was fantastic in one fell swoop. Brilliantly purpose-led and genuinely gaming culture."Soraya Sobh, Head of Creator Management, Fnatic
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