Taproot Dentsu India + Free Press Journal releases special edition of the newspaper that cancels out Covid-19
After 10 weeks of strict lockdown many cities in India have been allowed to partially open. However, over the last few days, many people seem to be taking the threat of Covid-19 lightly, almost as if the end of the lockdown meant an end to the virus. Free Press Journal wanted to remind readers that the pandemic was not over and launched this concept via Taproot Dentsu Mumbai.
Emerging from the lockdown, Free Press Journal decided to issue an unmissable warning to its readers. Using the entire newspaper as a canvas for this idea, FPJ literally cancelled out words like Corona, Covid-19, pandemic, quarantine, lockdown, death etc. across all 16 pages of its 10th June edition.
Using a red stroke to strike off such these words in black, they made sure that the warning is noticed in just one glance. Having caught the attention of the reader, they have stressed upon the fact that the collective fight against Covid-19 will be successful only when India cancels out each and every Covid-19 case from India.
“We began extensively covering Covid crisis through the epaper when the physical paper could not be delivered,” said Abhishek Karnani, Director, Free Press Journal. “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 received well, 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, Chief Creative Office & Founder Taproot Dentsu India said: “Since the last year or so, Taproot has 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.”