Weischer Brings Award-Winning Campaign to Cinemas

To mark the 30th anniversary of “Reporters Without Borders” in Germany, the award-winning campaign “First Words” is now being screened in cinemas, thanks to the support of Weischer.

Many politicians present themselves as champions of democracy at the start of their terms. This was the case with Putin, Erdoğan, and Maduro, the President of Venezuela. However, reality often tells a different story. To commemorate the 30th anniversary of the German branch of “Reporters Without Borders” (RSF), the agency INNOCEAN Berlin produced several short films titled “First Words.” These films showcase excerpts from the initial speeches of these leaders, reflecting the hopes of their nations’ people—portrayed in a poetic and emotionally moving style. The closing message reads: “Trust the free press, not pretty words.” “In many countries around the world, press freedom is being eroded, and human rights are trampled on,” says Sylvie Ahrens-Urbanek, Head of Communications at RSF. “The free press plays a central role: it uncovers, scrutinises, ensures transparency, and informs the public.”

The films have received multiple awards, including the Grand Prix for Good at the Cannes Lions Festival of Creativity. Now, they are finally being shown in cinemas. Until 6 November 2024, all three versions of the film will be screened in 284 cinemas across Germany. This nationwide release was made possible by the dedication of media group Weischer, which paved the way for the spots to be aired nationwide in discussions with cinema operators. “We, too, are a media company, so press freedom is a vital concern for us. People deserve to be informed—independently and objectively—especially in a year where elections around the globe are often also a vote on democracy,” says Florian Weischer, Co-Chairman of Weischer. “We’re delighted to support the work of Reporters Without Borders in this way.”

Weischer has long been committed to social causes. Since 2014, the Hamburg-based company has worked closely with the United Nations, supporting its efforts to achieve the defined Sustainability Goals. Back then, too, Weischer ensured that spots promoting the Sustainable Development Goals were screened in German cinemas free of charge.