The Civic Proposal campaign developed by Publicis México, that won Gold and Bronze in the Epica Awards, proves that advertising can influence justice, since, in addition to keeping the voice of journalists such as Miroslava Breach and Javier Valdez alive, he managed to open a judicial investigation for their deaths and the respective called to the possible involved in each case.
The Civic Proposal organization agreed with Twitter Mexico the activation of the account of four murdered journalists with the aim of paying tribute to them for their commitment to report truthfully, despite all the threats presented against them. Journalists describe what happened at the time of their deaths through tweets such as José Armando “El Choco” Rodríguez: “On the morning of November 13, 2008 I was about to take my daughter to her school in Ciudad Juárez. I boarded my car and while I sat behind the wheel, a man shot me in the head. I am another of the 104 journalists killed in Mexico who, in spite of everything, #SeguimosHablando” (#We Continue Speaking).
From Publicis Mexico, they indicated that violence against journalists is not only about their deaths, but about the ravages caused to the family. “We gave ourselves the task of investigating what the work, life, language of the four journalists was like, in order to give them a voice that represented the way in which each one spoke in reality,” said the spokesman for the creative agency where the idea of #SeguimosHablando was generated.
At the beginning of the action, the Civic Proposal communication coordinator, Mauricio Pérez, assured that “they will publish as if they were with us”. And it is that for the common user experience, it is as if journalists were still alive, writing the tweets they publish, as if they had never been victims of homicide.
The campaign has attracted the attention of both local and international consumers, forming a community that virtually supports the families of journalists, who demand justice. #SeguimosHablando reached such an impact that it was awarded twice at the Epica Awards, obtaining a Gold in the Social Networks category and a Bronze in Public Relations, unpublished international awards in the history of Mexico and of great prestige and visibility to world scale. “It was the most awarded campaign presented by Latin America. Clearly, the jury, composed of the editors and journalists of leading publications around the globe, empathized with the overwhelming and emotional message of the advertising campaign, ”said Matías Stetson, representative of the Epica awards in the region.
Over time, through the hashtag #SeguimosHablando, not only the work of journalists commemorated by the campaign was shared, but also the beginning and subsequent progress of a judicial process against those involved in their respective crimes. Although the trials have been postponed on different occasions, the pressure is maintained through social networks and Civic Proposal actions, who try to streamline the process within their own measures.
This is evidenced in tweets such as the one published in the Miroslava Brech account: “In 1 year hearings were postponed, we won protection to obtain prompt and expedited justice. Today it is confirmed that next February 17 will begin the trial against one of the accused; there are still partners pending trial. "
The above are the results of a joint work between the organization and the influence of the users of social networks, who express outrage at the variety of cases in which journalists are victims of violence that seeks to hide the truth of various events that They occur in the country linked to issues such as corruption, drug trafficking and other problems.
Another of the murdered journalists is Javier Valdez, who retweeted in his commemorative account the following: “One year after presenting formal accusations for the qualified murder of the journalist #JavierValdez, the interim hearing of the criminal proceedings has been suspended 4 times. How long will they set a date?
In this way the #SeguimosHablando campaign has been carried out, where journalists who wanted to silence for carrying out their work still do not choke their voice and try to reach a safer environment for their colleagues and make their profession governed by freedom of expression and not for the fear caused by threats against his integrity and that of his relatives. In addition, social networks have become a support for journalists, as the advertising campaign has allowed the world to be informed and has achieved that these types of initiatives do not become a simple data that is archived and forgotten over time .
This initiative is an example for the world, especially for those countries where there are murders against journalists, violating their right to freedom of expression. And as José Armando “El Choco” Rodriguez tweeted: “One day there were threats to journalists, then to newsrooms, and in the end the murders came. With fear and death, he changed the whole way of doing journalism. We knew how difficult it was to exercise freedom of expression and yet we continued speaking”.