PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited
PRESSing for the Truth
Hey Honey & Free Press Unlimited turned a universal symbol of protection into an undeniable demand for political accountability. Moving the Dutch government to shift its diplomatic stance on war crimes against journalists.
The human insight
Since October 2023, (up until September 2025) nearly 270 media workers have been killed. The iconic blue "PRESS" patch, once a universal shield of international protection, has been weaponised into a target. We needed people to feel the weight of a world where wearing the word "PRESS" is a death sentence.
read more
The world we built
We built an inescapable visual ecosystem centered on the blue vest. We anchored heavy, considered copy directly onto the patches of mourning journalists, transforming a piece of clothing into a powerful, permanent monument against war crimes.
The Physical Activation: We met power exactly where it operates. As Dutch government officials returned to The Hague from summer recess, we lined their daily route to Het Binnenhof with towering billboards of fallen journalists. They could not look away.
The Spark of Connection: Depth inherently scales. Our physical activation caught the eye of digital creator AbdAllah Hosni, whose documentation of our Hague stunts triggered a massive wave of organic amplification. The movement truly broke through when Al Jazeera Mubasher shared our billboards with their global community of 38.8 million people.
read more
How it resonated
On September 3, 2025, the Dutch Foreign Minister formally addressed parliamentary questions regarding the targeted killing of journalists. Crucially, the Dutch government adopted a firmer diplomatic stance, explicitly requiring authorities to provide evidence for allegations and shifting the "burden of proof" onto the state. An undeniable victory for international accountability.
The Emotional Shift: We met an audience that was numb, disconnected, and fatigued by conflicting media narratives, and we left them enlightened and activated. By replacing the chaos of misinformation with the piercing clarity of the truth, we built authority and trust for FPU.
read more
Client Testimonial
"The agency came up with a very to the point concept to support our efforts to put pressure on the Dutch government to take action against Israel's war crimes against journalists. Making sure to catch the public's eye to increase our reach tremendously, both on on socials and online. They made sure to deliver all different assets we needed with enormous dedication, with team members donating their own time to our mission.”
Marieke Le Poole, Director of Communications & Impact, Free Press Unlimited
read more
Client
Free Press Unlimited