INHIMILLISIÄ UUTISIA (HUMANE NEWS)
Title | INHIMILLISIÄ UUTISIA (HUMANE NEWS) |
Brand | RAY – SLOT MACHINE ASSOCIATION |
Product/Service | FINANCING AID ACTIVITIES |
Category |
A10. INTEGRATED CONTENT CAMPAIGN |
Entrant Company
|
ACTIVEARK JWT Helsinki, FINLAND
|
Contributing Company
|
ACTIVEARK JWT Helsinki, FINLAND
|
Contributing Company 2
|
DINGLE Helsinki, FINLAND
|
Contributing Company 3
|
DRUM COMMUNICATIONS Helsinki, FINLAND
|
Media Agency
|
DAGMAR Helsinki, FINLAND
|
Production Company
|
KENNEL HELSINKI, FINLAND
|
Credits
Liisa |
Paasio |
Lead Creative |
Minna |
Hiltunen |
Lead Designer |
Lea |
Vonfieandt |
Client Director |
Christina |
Nelskylä |
Account Director |
Jarno |
Varis |
Creative Director |
Aki |
Ovaska |
Digital Planner |
Andre´ |
Bardy |
Planner |
Pekka |
Siiriäinen |
Lead Developer |
Kimmo |
Ollila |
Senior Designer |
Cathy |
Lagus |
Designer |
Roope |
Lehtoranta |
Designer |
The Campaign
Branded Content or Entertainmnet is not a big phenomenum or widely spread in Finland and it is restricted by regulations.There have been a few examples of branded Entertainment TV programmes, but mostly it is product placement in TV shows. However the charity events are well presented in TV formats, events and other branded co-operations where usually the concept is build around donating money.
Results
Behind every bad news there are thousands of good deeds done by organisations funded by Finland's Slot Association RAY. In 2014 RAY, funded 800 organisations, their thousands of employees and hundreds of thousands volunteers with over 3 million euros. The work is however invisible, and the role of RAY is considered as obscure.
We wanted to turn the newsfeed around and fill it with everything that is done daily by these organisations. “Inhimillisiä Uutisia” (Humane News) alternative media was established with a two-week pop-up newsroom. We gave the media to the hands of those who need to be heard and hired independent and noteworthy editors to to tell their stories with a positive twist and concentrate on solutions instead of problems. The content varied from news to video reports and columns to live broadcasts.
The Inhimillisiä Uutisia alternative media was launched with an advertising campaign on TV, print, outdoors, mobile, Facebook and slot machines. But the main focus was on the content from pop up newsroom – news, video reports, columns and live broadcasts. News got more views day by day and they started to spread on social media. The two week pop up newsroom was situated in the centre of Helsinki and organisations presented their work outside the news room daily according to the theme of the day: children, disabled, seniors, work, finance, homeless, roman people, immigrants etc..
We more than doubled our goals: In two weeks the site was on the list of the most read web medias; it had over 200 000 readers and a got over 7000 followers on Facebook. Positive and genuine message engaged more people than Madonna, TMZ or even New York Times with the engagement rate of 163%
From 13th to 15th of June when Finland was choosing the next prime minister our Twitter hashtags #inhimillisiäuutisia and #vartalovallankumos were the most used in Finland.
Parliament member Jani Toivola wrote a touching column about his new life as a single, homosexual father, which was the most read article in Finland’s leading tabloid Ilta-Sanomat on 10th of June.
And above all, The Finnish Slot Association and the organizations now have a way to spread their message about the good deeds that make Finland a welfare society – in the present and the future.