WHAT WOULD YOU HAVE DONE?
| Title | WHAT WOULD YOU HAVE DONE? |
| Brand | HELSINKIMISSIO |
| Product/Service | PUBLIC HEALTH AND SAFETY |
| Category |
B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
|
FOLK FINLAND HELSINKI, FINLAND
|
|
Advertising Agency
|
FOLK FINLAND HELSINKI, FINLAND
|
Credits
| Tommy Makinen |
Folk Finland |
Creative Director/Copywriter |
| Petteri Tyynela |
Folk Finland |
Art Director |
| Hulk Hyvarinen |
Folk Finland |
Director |
| Tommi Laiho |
Folk Finland |
Copywriter |
| Jaana Haapala |
Folk Finland |
Planner |
| Elina Raitis |
Folk Finland |
Account Director |
| Johannes Salonen |
Freelancer |
Editor |
| Rane Tiukkanen |
Freelancer |
Account Supervisor |
| Veikko Ruuskanen |
Toast Post |
Editing Company |
Results and Effectiveness
When we published our stunt video, it finally opened people’s eyes to fight against indifference. In a few days time it became to be one of the most watched videos in Finland, making the man himself – President Sauli Niinisto – to speak out against indifference in Finland.
Creative Execution
We used an actress and hidden cameras to see, what actually happens when an old lady walks across the city rush hour. It was freezing cold and the actress was wearing nothing but her hospital gown – but once again, no one cared.
Insights, Strategy and the Idea
HelsinkiMissio is a non-governmental organization for social services. Its primary task is to find and help neglected citizens and to challenge us all to build a community where there’s less indifference.
Our campaign was based on a tragic, real life story that happened in winter of 2012 in Finland. A dementia patient named Eila walked out of her nursing home wearing nothing but a hospital gown. She walked across the rush hour, but no one paid attention to her. Finally Eila was found freezing cold – but it was already too late to save her life.
We wanted to find out if Eila's story was just a sad, single incident – or could it happen again. We did a real-life test. No calculations, no desired outcome, just the wanted fact to see how people really meet a dementia patient in the city.