From left, photograph by Elias Diab which was censored by social media algorithms, compared with an illustration by artist Keira Rathbone highlighting the reality of war by solely using letters and symbols typed on a typewriter, which escape automated social media censorship filters.
Lebanese daily newspaper Al Joumhouria has launched its ‘Uncensored Press: Breaching the Algorithm‘ campaign in partnership with TBWA\Raad to share the truth behind war and survival stories in the Middle East, which the brand believes is being systematically erased by automated algorithms on social media.
The algorithms, which were initially intended to safeguard users, now flags images critical to war correspondence and genuine reportage as ‘sensitive’ or ‘violating guidelines’, and in the process is obstructing journalists in the Middle East from sharing the realities of war and conflict, according to a statement shared with Campaign Middle East.
“While social media algorithms are intended to protect users, they are also inadvertently silencing essential narratives from conflict zones,” said Naji Murr, Administrative Manager, Al Jouhmouria. “We created Uncensored Press to stand up for journalists on the ground and to remind the world that the truth must not only be told, but also be heard,” Murr added.
Strategic rollout of campaign to combat algorithmic censorship
Al Joumhouria collaborated with artist Keira Rathbone to recreate scenes of conflict solely through letters and symbols typed on a typewriter.
These intricate, typewritten visuals intend to retain the emotional and journalistic impact of the original images, while escaping automated censorship filters — proving that powerful images can endure when transformed into text.
By using the very foundation of journalism — words — the ‘Uncensored Press: Breaching the Algorithm‘ campaign ensures that crucial stories continue to be shared freely.
“Finding a way to bypass the social media algorithm that blocks the reality of the warzones in the Middle East – not allowing it to be seen in other parts of the world – was our tension point” Frederico Roberto, Executive Creative Director, told Campaign Middle East. “We loved the idea of using typewriter art, an analog, iconic symbol of journalism, to breach that digital wall”.
Kicking off in mid-January, the soft-launch of the campaign started on Al-Jouhmouria’s social platforms. The campaign also had exposure through articles and display ads on the newspapers’ digital platforms. It was then followed up by print campaign in several national newspapers in Lebanon, with the call-to-action to Sign the Petition so the social media giants address their algorithms’ bias.
Social community management initiatives were also rolled out to establish a two-way communication with other journalists and related entities, such as the Lebanon Press Club and Reporters without Borders, to further expand the initiative.
Through its ‘Uncensored Press’ campaign, the Lebanese daily newspaper has called on the public to sign a petition at uncensored-press.com, urging social media platforms to stop using algorithms as tools for silencing truth.
Impact of the ‘Uncensored Press’ campaign
This campaign has not only allowed the public to see otherwise suppressed images but has also sparked deeper conversations on the ethical consequences of algorithmic censorship.
“The best success metric of this campaign is how it’s being shared by other news outlets such as MTV, Annahar, Dyar, Al Akhbar and Nidaa al Watan. Not only have they shared the initiative on their digital platforms, but they’ve also agreed to run the press ad campaign on their printed editions, promoting a competitor newspaper, and, as such, showcasing solidarity for the journalistic cause,” Murr told Campaign Middle East.
“Fellow reporters also showed their support for the project. 0 (zero) ‘typics’ – the name Keira Rathbone, the typewriter artist gives to this style of visual content – got censured so far, proving its efficiency in bypassing the Social Media algorithms and thus reaching other parts of the world,” Murr added.
The initiative has reached close to 500,000 impressions, and its petition has received signatures from across the globe, including the UK, Brazil and Greece.
Al Joumhouria’s initiative has underscored the resilience of the press and highlights the urgent need for social media platforms to reevaluate their moderation strategies. By bringing these issues into the spotlight, the campaign aims to make a compelling demand that critical stories should not be erased under the guise of digital safety.
“The press was never meant to be silenced. As long as creative minds continue to challenge the status quo, it never will be,” a statement shared with Campaign Middle East read. “Ultimately, this project shows that censorship can be circumvented, opening new avenues for journalists and activists to document human rights violations without interference.”
CREDITS:
Client: Al Jouhmouria
Naji Murr, Administrative Manager, Al Jouhmouria
Agency: TBWA\Raad
Joe Lahham, TBWA\RAAD, Managing Director
Frederico Roberto, TBWA\RAAD, Executive Creative Director
Santiago Cuesta, TBWA\RAAD, Executive Creative Director
Rony Skaf, TBWA\RAAD, Executive Digital Director
Diana Georges, TBWA\RAAD Group Account Director
Catherine Bannister, Chief Strategy Officer
Romy Abdelnour, TBWA\RAAD, Head of Communications
Aneeta Aby, Senior Strategist
Sumanth Wilkins, TBWA\RAAD, Creative Director
Ayman Shehade, Associate Creative Director
Alaa Hamdar TBWA\RAAD, Associate Creative Director
Kaustubh Pachpute, TBWA\RAAD , Senior Art Director
Ayman Shehade, TBWA\RAAD, Copywriter
Preetam Kotian, Senior Motion Designer
Geron Sorsogon, TBWA\RAAD, Motion Designer
Lea Moufarej, TBWA\RAAD, Corporate Communications Executive
Ezzat Habra, TBWA\RAAD, Creative Services Director, Traffic
