Every year on May 3rd, the world observes World Press Freedom Day, a day dedicated to press freedom and to honoring journalists who have sadly lost their lives in their pursuit to deliver the truth to the public. This day also serves as a reminder for governments to respect their commitment to press freedom, especially at a time when the media is increasingly under threat of being silenced, jailed, and disappeared in many parts of the world.
But why do some governments impose severe restrictions on media freedom? Why do some authorities suppress those who fight for the truth? Because some of these discoveries shatter their regimes, compromising them. In this context, the phrase “A picture is worth a thousand words” becomes crucial in getting closer to finding the real story of an event, with the camera being the trustworthy and powerful ally photojournalists rely on in their mission to uncover the truth.
Based on the insight that truth moves public opinion when told through images, Amnesty International Italy and Dentsu Creative Italy launched the “The Power of Truth” campaign, presenting the reality of war and conflict from a unique angle: that of a war correspondent’s camera lens. Released in time to mark the day dedicated to press freedom, the initiative delivers a very important message, namely that truth — and the pursuit of it — is a fundamental weapon in the fight for human rights.
Aimed at underlining the precious work of war correspondents and also encouraging donations to Amnesty, the campaign is developed to communicate with the public via three impactful scenarios, each illustrating acts of violence in Europe, the Middle East, and Africa. Titled “Mass Grave,” “Torture,” and “Execution,” the visuals emphasize the role war journalism plays in revealing human rights violations. Shot by photographer Stefano Rosselli and produced by Stink, the pictures depict a series of offenders halting their abusive acts at the sight of a camera lens.
“This campaign has the merit of demonstrating the power of information while also highlighting the impact of donations to Amnesty International Italy in defending press freedom,” commented Giulio Frittaion, Executive Creative Director of Dentsu Creative Italy.
Riccardo Noury, spokesperson for Amnesty International Italy, believes that “independent journalism — the kind that is always present where human rights violations occur — is a fundamental ally. It sheds light on those who want to act in the shadows and contributes to truth and justice against impunity. That’s why we defend and protect it. Donations to Amnesty International Italy will allow us to do this even better.”
CREDITS
Brand: Amnesty International Italy
Agency: Dentsu Creative Italy
CEO Southern Europe, Middle East & Turkey: Emanuele Nenna
Chair Creative EMEA, CCO Italy: Riccardo Fregoso
Executive Creative Director: Giulio Frittaion
Creative Director Copywriter: Lorenzo Bonechi
Creative Director Art Director: Nadia Charif
Art Director: Renzo Vacarisas Solari
Copywriter: Giovanni Luca Orlandi
Chief Strategy Officer: Niccolò Rigo
Social Impact Director: Ilaria Affer
Client Executive: Mattia Fundarò
Creative Progress Director: Antonella Vicari
Client Operations Director: Caterina Guastini
Program Manager: Chiara Lamera
Producers: Olga Utkyna, Maria Vittoria Ceresoli
Film Director: Nicola Schito
Post Producer: Alessandra Barbieri
Editor: Alessandro Sartor
Sound Designer: Matteo Parolini
Consultant: Michele Mari
Production: Stink
Photographer: Stefano Rosselli
Executive Producer: Luca Zamboni
Head of Production: Luca Porzio
Producer: Igina von Polanyi
Production Assistant: Jorge Retuerto
Photo Assistant: Davide Castagno
Stylist: Veronica Artiano
Stylist Assistant: Germana Senzani
Make-up: Silvia Munoz, Francesca Galantino
Post Production: Giuseppe Volpini
