THE UNCENSORED LIBRARY
CHANGING THE GAME FOR PRESS FREEDOM
Turning Minecraft into a beacon for banned journalism.
And winning a Gold Cannes Lions in PR
When press freedom is under threat, innovation becomes a necessity. That’s why we worked with NGO Reporters Without Borders to launch The Uncensored Library. This groundbreaking campaign from 2020 transformed the world’s most popular video game, Minecraft, into a powerful tool to fight censorship and amplify silenced voices.
A world first: censored journalism finds a safe home in Minecraft
Working hand in hand with one of the best creative teams at DDB Berlin and digital powerhouse Monks, we unveiled a virtual library in Minecraft, giving new life to banned and censored journalism from Mexico, Egypt, Saudi Arabia, Vietnam, Russia, and beyond. For the first time ever a game became a global platform for press freedom, making headlines and changing the conversation.
How it worked:
A covert, interactive library hosted within Minecraft, accessible to millions
Banned articles and censored stories were rebuilt as in-game books by journalists risking everything
A digital loophole that lets the truth reach audiences in countries where the press is silenced
Despite threats, exile, or even death, journalists from repressive regimes were given a place to make their voices heard again. The Uncensored Library was a creative act of resistance, a global statement for freedom of speech, and proof that gaming can bring attention to important global issues and at the same time introduce the topic of press freedom to a new audience.
Watch the film here
38.4 million views generated through PR
Coverage in CNN, TechCrunch, Le Monde, FastCompany, AdAge, and Gizmodo.
Three gold Lions at Cannes Lions (including a gold in PR)
Two Grand Prix and a Webby, eight D&AD pencils
