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

Name	Company	Position
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.