LibéRation: Libé Des RéFugiéS
LibéRation faced a climate of rising xenophobia in France. They tasked Fred & Farid Paris with humanizing the refugee crisis for their readers. The goal was to shift the narrative from fear to contribution, targeting a politically engaged audience during the 2017 election cycle to demonstrate the newspaper's commitment to radical inclusion and social truth.
Creative Idea
Handed total editorial control of a national newspaper to refugees for one day.
To challenge the dehumanizing "migrant crisis" narrative, Libération handed total editorial control to 21 refugees for one day, proving their intellectual value by letting them report on French society, politics, and culture as journalists rather than subjects.
The Day Refugees Ran the Newsroom
From Silhouettes to Political Powerhouses
The campaign achieved massive scale by transforming a national newspaper into a platform for high - stakes political discourse. The 32-page special edition didn't just report on the news; it made it. Three refugee journalists secured exclusive interviews with President François Hollande at the Élysée Palace and then-candidate Emmanuel Macron. This move forced the French public to view refugees not as "anonymous silhouettes," as Farid Mokart described them, but as intellectual peers capable of grilling the country's most powerful leaders.
Radical Independence and the Juppé Crisis
A Two Year Wait for Impact
While the idea was originally conceived by Director of Publication Laurent Joffrin two years prior, it was dismissed as too logistically complex until FRED & FARID Paris stepped in to provide the necessary support. By partnering with NGOs like Singa and Kodiko, the agency curated a team of participants with journalism backgrounds or strong writing skills. The resulting global coverage from the BBC, Al Jazeera, and France 24 proved the concept's viability, turning a "too complicated" idea into a benchmark for brand purpose and radical transparency.
Creative Strategy Deconstructed
Company
A prestigious daily newspaper with a legacy of intellectual rigor and radical editorial independence.
Category
News outlets typically report on refugees as passive victims or political problems rather than active participants.
Customer
A public increasingly desensitized to the human reality of refugees due to polarized political rhetoric.
Culture
Rising anti-refugee sentiment in France during a high-stakes presidential election year.
Company
A prestigious daily newspaper with a legacy of intellectual rigor and radical editorial independence.
Category
News outlets typically report on refugees as passive victims or political problems rather than active participants.
Strategy:
Surrender the brand's most valuable asset to empower a marginalized group and prove shared human values.
Customer
A public increasingly desensitized to the human reality of refugees due to polarized political rhetoric.
Culture
Rising anti-refugee sentiment in France during a high-stakes presidential election year.
Strategy:
Surrender the brand's most valuable asset to empower a marginalized group and prove shared human values.
Results
The campaign achieved significant reach and engagement: 96,000 printed editions were sold, with 4M views on the digital edition. Sales increased by +35% on the day of release across 14,000 sales points in France and worldwide. The initiative generated 165M Twitter impressions under the hashtag #LibéDesRéfugiés. It received extensive earned media coverage from global outlets including CNN, Al Jazeera, Sky News, and the New York Times, effectively shifting public discourse on refugee integration.
+35%
sales lift on release day
165M
Twitter impressions
4M
digital edition views
Strategy Technique
Turn Brand Values Into Action
Libération transformed its core value of free speech into a radical act by literally surrendering its platform to the most marginalized voices in society.
Explore Technique
Creative Technique
Exchange Roles
By swapping the roles of "news subjects" and "news creators," the campaign forced readers to engage with refugees as intellectual contributors rather than anonymous statistics or threats.
Explore Technique
Craft Breakdown
The campaign's excellence lies in its radical editorial bravery and the seamless integration of refugees into a high-pressure professional environment.
The project is built on the power of the written word and the perspective of the 'other' to redefine national identity.
The visual identity of the special edition, including the hand-drawn cover, successfully humanizes the brand.
Strategically using a major national newspaper as a platform for social activism ensured maximum cultural impact.
The use of refugee photographers provided a unique, intimate visual perspective on French society.
The synergy between traditional journalism and social activism transforms a standard newspaper into a powerful tool for empathy.
