The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Print & Promotional

The Self Censoring Ad

Agency Åkestam Holst NoA / Stockholm + Bold Printing Stockholm / Stockholm

Client Reporters Without Borders Sweden


Newspaper / Single

Annual ID


About the Work

On January 1:st, a new Espionage Act came to effect in Sweden. An amendment to the constitution that criminalizes whistleblowers, leading to censorship and threatening free speech as we know it. To shine a light on this alarming development, Reporters Without Borders launched a self-censoring campaign. On the brink of the new year, they collaborated with Sweden’s largest daily newspaper, creating a full-page ad that demonstrated how objective journalism is literally fading away. The ad, featured in the December 31 edition of Sweden’s largest morning paper, was partially printed with a specially designed CO2-sensitive ink. So just in time for January first, the ad began to censor itself. In this way, the Swedish people could see – in real time – how the most critical part of a news story was censored from country's largest morning newspaper – right in front of their eyes while having their last morning coffee of the year. When the clock struck twelve, and both the new year and the new law took hold, crucial parts of the reporting were…completely gone. A direct effect of a new law, showcased by new Co2-absorbing printing technique.

2023 Awards

Total Points: 9



Akestam Holst NOA / Stockholm

Production Company

Bold Printing Stockholm / Stockholm

Art Director

Hugo Wallmo

Creative Director

Joakim Khoruy


Sara Bellafesta

account director

Jesper Ander

Art Director Intern

Linn Löfholm

Copy Intern

Ida Nordeng

Production manager

Caroline Sjöström
John Mullersdorf

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