Co-op Uses Mobile to Campaign for Journalists Release

UK retail group The Co-operative is calling for the release of young video journalists (VJs) who risked their lives to tell the story of the 2007 Saffron Revolution in Burma. Co-operative Members and the public are being encouraged to Free the VJs via the films website, postcards in cinemas, twitition (a Twitter petition) and by texting Free the VJs to 87103. The digital campaign is being delivered by digital marketing agency Substance, supported by mobile messaging company Mediaburst.
Burma is a nation of fear and poverty despite its wealth of natural resources. Its rulers are intolerant of free speech and many of the journalists and activists shown in the award-winning Burma VJ film face prison sentences of up to 65 years.
The individuals imprisoned include Htin Kyaw, Su Su Nway, Ohn Than, Si Thu Maung and Ko Win Maw, together with over 2,100 others in Burmese jails, including Nobel Peace Prize Winner Aung San Suu Kyi, who have been imprisoned simply for peacefully calling for democracy and freedom in the country.
The Co-operative does not trade with Burma. Co-operative Travel has delisted the country as a tourist destination, and The Co-operative Bank will not finance any organisation supporting the Burmese regime.