| Title | PARTY POOPER |
| Brand | UN WOMEN FINLAND |
| Product/Service | WOMEN’S DAY -CAMPAIGN |
| Category |
B04. Charities, Public Health, Safety & Awareness Messages |
|
Entrant Company
|
DDB HELSINKI Helsinki, FINLAND
|
|
Advertising Agency
|
DDB HELSINKI Helsinki, FINLAND
|
Credits
| Lauri Vassinen |
DDB Helsinki |
Creative Director |
| Tapu Haro |
DDB Helsinki |
Creative Director |
| Annu Terho |
DDB Helsinki |
Copywriter |
| Heli Roiha |
DDB Helsinki |
Art Director |
| Antti Salminen |
DDB Helsinki |
Photographer |
| Antti Salminen |
DDB Helsinki |
Graphic Designer |
| Toni Tiainen |
DDB Helsinki |
Digital Designer |
| Rainer Lindqvist |
DDB Helsinki |
Account Director |
The Campaign
One in three women suffer violence. How to tell negative issue in a way that will get attention with no budget?
UN Women wanted to put the issue on the public agenda on Women’s Day and remind the audience why Women’s Day originally exist.
UN Women decided not to celebrate Women’s Day. UN Women became ”Party Pooper” because women have no reason to celebrate.
Our message was simple: “We don’t celebrate Women’s Day” We created NON-event in Facebook. Then we published a print ad and a press release of a decision.
The real meaning of the Women’s Day was a hot topic in the most important media in Finland.
The Brief
Our message was simple: “We don’t celebrate Women’s Day”. Creating the message that is very contradictory for organization like UN Women we got the public's attention immediately.
Execution
We started the campaign by creating Facebook NON-event for UN Women Finland. Name of the NON-event was: We don’t celebrate Women’s Day.
After that UN Women published a print ad and a press release of a decision not celebrating Women’s Day this year. The conversation in both media and social media started immediately.
The conversation started immediately. The real meaning of the Women’s Day was a hot topic in the most important media in Finland.
All important Finnish media talked about not only UN Women’s choice not to celebrate Women’s Day but also the reason behind it. Our campaign message was picked every important media on Finland: for example YLE, Finlands national broadcaster and HS, most important news media in Finland.
Finally UN Women had the opportunity to speak out about the women’s situation.
UN Women Finland representatives were invited to talk about women’s perspective in various national media including radio, newspapers, magazines and Women’s day related events.
The Strategy
UN Women Finland had no advertising budget. So we had to came up idea that will get earned media as much as possible. All the work has done pro bono. The issue was firmly placed on the public agenda media or production spending being almost 0 Euros.