The Uncensored Library
In many countries, independent journalism is censored: blogs, newspapers, and websites are blocked, and journalists risk arrest or worse. Young people often grow up in systems dominated by government propaganda and disinformation, with little access to free press.
Reporters Without Borders (RSF), a global NGO defending press freedom, wanted to find a way to circumvent censorship and deliver banned articles to audiences who needed them most. Recognizing that Minecraft, one of the world’s most popular video games, remained accessible even in heavily censored countries, RSF partnered with DDB Germany to launch The Uncensored Library in March 2020
Campaign Overview
Virtual Library in Minecraft: Built block by block, the library houses articles censored in their countries of origin.
Content: Works from journalists in nations like Egypt, Mexico, Russia, Saudi Arabia, and Vietnam.
Accessibility: Anyone with Minecraft can enter the library and read the articles, hidden from government surveillance.
Launch Date: March 12, 2020—timed with World Day Against Cyber Censorship.
Campaign Objective
Bypass censorship by using Minecraft as a loophole.
Provide access to banned journalism for young people worldwide.
Raise awareness of press freedom issues globally.
Position RSF as innovative defenders of free information.
Execution
Architectural Design: The library was built as a grand neoclassical structure inside Minecraft, symbolizing knowledge and permanence.
Interactive Experience: Players could walk through halls, open books, and read censored articles in their original languages.
Global Collaboration: Journalists, activists, and gamers contributed to spreading awareness.
Digital Amplification: Campaign films, social media activations, and PR coverage explained the concept and invited players worldwide.
Educational Outreach: Schools and NGOs used the library as a teaching tool about censorship and press freedom.
Brand Impact
Press Freedom Awareness: Elevated global conversation about censorship and the importance of free information.
Youth Engagement: By using Minecraft, RSF reached younger audiences in a medium they already loved.
Earned Media Buzz: Widely covered in global press, praised for creativity and innovation.
Awards & Recognition: Won multiple honors, including Grand Prix at Cannes Lions 2020 (PR category).
Long-term Positioning: Cemented RSF as a bold, innovative defender of press freedom.
Results
The Uncensored Library resulted with 760+ global news stories, 47.5M impressions, and 350+ community-created videos amplifying the initiative. It also generated 15 years of total playtime inside Minecraft and drove a 62% increase in donations, proving the power of gaming as a platform for press freedom advocacy.
Lessons Learned
Innovation can bypass barriers. Using Minecraft as a loophole proved creativity can overcome censorship.
Meet audiences where they are. Leveraging gaming culture connected RSF with young people authentically.
Symbolism matters. A virtual library became a powerful metaphor for freedom of information.
