Campaign India Team
Jun 10, 2020

Free Press Journal asks India to help cancel out Covid

The initiative was conceptualised by Taproot Dentsu

Free Press Journal's 10 June edition
Free Press Journal's 10 June edition
As parts of India opened after the lockdown, Free Press Journal has issued a warning for its readers to reiterate that the virus threat remains. 
Conceptualised by Taproot Dentsu, the Free Press Journal on 10 June has issued an unmissable warning to its readers. Using the entire newspaper as a canvas for this idea, FPJ cancelled out words like Corona, Covid-19, pandemic, quarantine, lockdown, death etc. across all 16 pages. Using a red stroke to strike off such words in black, FPJ hopes that the warning is noticed in just one glance.
Abhishek Karnani, director, Free Press Journal, said, "We began extensively covering Covid crisis through the e-paper when the physical paper could not be delivered. Now that physical copies are welcomed back in homes, we felt it was important for us to reconnect with our readers by not just providing information but also making sure it impacts their behaviour positively. We believed the idea will be well received, and even though it seemed simple enough, it was a challenge to pull it off in real time on the printing press table."
Santosh Padhi, founder and CCO, Taproot Dentsu, said, "Since the last year or so, Taproot have partnered with FPJ and created some impactful creative work and we are quite thrilled about the simplicity of this idea and how seamlessly it has allowed us to weave the message, which happens to be an important warning, into the product itself. It is an apt example of how print has the potential for innovation, without trying too hard."
Campaign India