The Uncensored Playlist by Reporters Without Borders:
In early 2023, TikTok’s Bold Glamour filter went viral for its hyper-realistic, AI-driven beauty enhancements. Unlike previous filters, it could airbrush faces even when users covered them with their hands—making it nearly impossible to detect. While millions embraced the filter, Dove saw danger. As a long-time advocate for real beauty and self-esteem, Dove launched #TurnYourBack, a campaign that asked users to literally turn away from the filter—on camera, in protest, and in solidarity. It wasn’t just a trend—it was a movement.
Campaign Overview
Developed by DDB Germany, “The Uncensored Playlist” launched in 2018 and expanded in later years. RSF collaborated with journalists from countries like China, Egypt, Thailand, Uzbekistan, and Vietnam—where press freedom is heavily restricted. Their censored articles were transformed into lyrics and set to original music composed by local artists.
Each song was uploaded under the journalist’s name as the artist, making their voices literally heard. The campaign was supported by a microsite, social media activations, and educational content about censorship and freedom of expression.
Campaign Objective
RSF aimed to:
Circumvent censorship in authoritarian regimes
Raise global awareness about press freedom violations
Celebrate the courage of journalists who risk their lives to report the truth
Use music as a Trojan horse for information
The campaign’s goal was to make banned journalism accessible again—by disguising it as entertainment.
Execution
Journalism-as-Lyrics: Censored articles were adapted into song lyrics, preserving the original message while fitting musical structure.
Streaming Platform Distribution: Songs were uploaded to Spotify, Apple Music, and Deezer—platforms not typically monitored or blocked for journalism.
Artist Attribution: Each journalist was credited as the artist, giving visibility and recognition to their work.
Microsite Experience: A dedicated site allowed users to explore the songs, read the original articles, and learn about press freedom in each country.
Global Amplification: The campaign was promoted through international press, influencer support, and RSF’s global network.
Brand Impact
“The Uncensored Playlist” positioned RSF as a fearless innovator in the fight for press freedom. It resonated with younger audiences, artists, and activists alike. The campaign also elevated the profiles of censored journalists, turning their silenced stories into global anthems. RSF proved that advocacy doesn’t have to be loud—it just has to be smart.
Results
The Uncensored Playlist Campaign by Reporters Without Borders achieved widespread impact, garnering millions of streams across platforms and receiving global media coverage in 100+ outlets. The initiative earned prestigious awards, including the Cannes Lions Grand Prix in PR, a D&AD Yellow Pencil, and Clio Awards. Beyond creative acclaim, it successfully increased awareness and donations for RSF’s press freedom initiatives, with the songs remaining accessible in countries where related articles are still banned, ensuring a lasting message of free expression.
Lessons Learned
“The Uncensored Playlist” teaches us that creativity can outsmart control. The campaign also shows the power of cross-medium storytelling—when journalism meets music, it reaches new audiences. And finally, it proves that activism thrives on innovation. When the system blocks you, change the channel.
