Reporters Without Borders, originally founded in France as Reporters Sans Frontières (RSF), marked 25 years of operation in 2010 with a print advertising campaign featuring scrunched images of North Korean leader Kim Jong Il, Libyan leader Muamar Gaddafi and Iran leader Mahmoud Ahmadinejad. The campaign was associated with the 2010 Predators of Press Freedom list, designed to turn the spotlight on presidents, ministers, generals and militia leaders who systematically target journalists. “Only a free press can hurt them. Support our fight.”
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The Free Press campaign was developed at Saatchi & Saatchi, Paris, by creative director Christophe Coffre, art director Florian Roussel, copywriter Guillaume Blanc, artists Stephen J Shanabrook and Veronika Georgieva, and retoucher Panit Pundarik.