By Anna Bager, President and CEO, OAA
Much has been written about the complex prisoner swap that freed Wall Street Journal reporter Evan Gershkovich and others from Russia.
The Washington Post put it this way: “Gershkovich’s release . . . marked the culmination of a relentless, 16-month campaign launched by the Journal alongside his family and friends that encompassed hashtags, billboards, celebrity advocates, letter-writing campaigns and closed-door meetings with high-level government officials.”
Yes, billboards helped keep Evan Gershkovich’s plight in the public eye.
Evan Gershkovich’s life took a dramatic turn on March 29, 2023, when Russian authorities arrested him on charges of espionage—allegations both he and his employer, The Wall Street Journal, strongly denied. For nearly 500 days, Gershkovich was held in harsh conditions, separated from his family and colleagues, while a global movement fought relentlessly for his freedom. This movement employed every possible avenue—from diplomatic negotiations to grassroots campaigns. And among these, OOH media played a role in ensuring Evan’s story remained front and center.
Nasdaq, in partnership with the Committee to Protect Journalists (CPJ), took a bold stand in support of freedom of the press and the call for Gershkovich’s release. The iconic Nasdaq digital sign in New York’s Times Square prominently displayed Gershkovich’s image alongside the hashtag #IStandWithEvan. This was more than just a visual gesture; it was a powerful symbol of solidarity in one of the most visible and high-traffic areas in the world.
The impact of these out of home executions extended far beyond the physical space they occupied. In March 2024, as the one-year anniversary of Gershkovich’s imprisonment approached, a multimedia effort was launched to reignite public and media attention. A Clear Channel Outdoor billboard in New York, funded by Fox News, featured the message, “Let’s Bring Evan Home,” a message that resonated with people far and wide. Major news outlets like The Associated Press, Reuters, and Agence France-Presse (AFP) picked up on the campaign, spreading the images across their platforms and drawing significant media attention, including in a Washington Post article titled “How the Wall Street Journal fought for Evan Gershkovich’s freedom.”
Paul Beckett, The Wall Street Journal’s bureau chief in Washington, DC, during Gershkovich’s detention, reflected on the strategy behind the campaign’s visibility efforts. “Someone along the way,” Beckett shared with TIME, “gave us the advice that ‘There are moments to be loud and moments to be quiet, and this is a moment to be loud.’ That became a bit of a mantra.”
The fight for Evan Gershkovich’s freedom highlights the importance of keeping critical issues in the public eye. While many factors contributed to the success of the campaign, let’s remember, with pride, that out of home media was part of the loud message to bring Evan Gershkovich home.
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