INHIMILLISIÄ UUTISIA (HUMANE NEWS)
Title | INHIMILLISIÄ UUTISIA (HUMANE NEWS) |
Brand | RAY – SLOT MACHINE ASSOCIATION |
Product/Service | GRANT FUNDING |
Entrant Company
|
ACTIVEARK JWT Helsinki, FINLAND
|
Advertising Agency
|
ACTIVEARK JWT Helsinki, FINLAND
|
Media Agency
|
DAGMAR Helsinki, FINLAND
|
Production Company
|
KENNEL HELSINKI, FINLAND
|
Credits
Liisa |
Paasio |
Lead Creative |
Minna |
Hiltunen |
Lead Designer |
Lea |
Von Fieandt |
Client Director |
Christina |
Nelskylä |
Account Director |
Jarno |
Varis |
Creative Director |
Aki |
Ovaska |
Digital Planner |
Andre´ |
Bardy |
Planner |
Kimmo |
Ollila |
Senior Designer |
Pekka |
Siiriäinen |
Lead Developer |
Cathy |
Lagus |
Designer |
Roope |
Lehtoranta |
Designer |
The Campaign
Behind every negative news headline, there are hundreds of good deeds carried out by NGO’s supported by RAY to combat the problem. To highlight these good deeds, we established an alternative media dedicated to good news: "Inhimillisiä Uutisia,” Humane News. During the two-week campaign, we broadcasted news articles, video reports, columns and live broadcasts from a pop-up newsroom in the heart of Helsinki involving top journalists and key public figures.
Success of the Campaign
We more than doubled our goals in only two weeks with a listing to top 40 list of most read Finnish online media, 203 586 unique readers over 7000 new followers. Our positive approach created an unforeseen engagement rate 477% - the audience really worked together with us to spread the word.
And above all, RAY n and the organizations now have a permanent way to spread their message about the good deeds that make Finland a welfare society – in the present and the future.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The Inhimillisiä Uutisia alternative media was launched with an advertising campaign on TV, print, outdoors, web mobile, Facebook and RAY's slot machines. The ads presented the idea about turning the newsfeed around by crossing out bad news and filling the blanks with good news about the good deeds. The main focus however 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 heart 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, roma people, immigrants etc..