Mumbai: After 10 weeks of strict lockdown, many cities have been allowed to partially open. However, over the last few days, 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. Looking at the given situation, Free Press Journal decided to issue an unmissable warning to its readers. Using the entire newspaper as a canvas for this idea, FPJ literally canceled 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 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 our collective fight against Covid-19 will be successful only when we cancel out each and every Covid-19 case from India. Taproot Dentsu conceptualizes this idea.
“We began extensively covering the Covid crisis through the ePaper 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 behavior 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” Abhishek Karnani, Director, Free Press Journal.
“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.” Santosh Padhi (Paddy), Chief Creative Officer & Founder, Taproot Dentsu