VIOLENCE STOPPING OUTDOOR

TitleVIOLENCE STOPPING OUTDOOR
BrandHELSINKI POLICE
Category A01. Creative Data Enhancement
Product/ServicePUBLIC SERVICE / NATIONAL EMERGENCY NUMBER
Entrant TBWA\HELSINKI, FINLAND
Idea Creation TBWA\HELSINKI, FINLAND
Credits
Name Company Position
Jyrki Poutanen TBWA\Helsinki Executive Creative Director
Juha-Matti Raunio TBWA\Helsinki Vice President, Head of Innovation
Mikko Pietilä TBWA\Helsinki Creative Director
Laura Paikkari TBWA\Helsinki Senior Creative
Kalle Wallin TBWA\Helsinki Art Director
Matti Virtanen TBWA\Helsinki Art Director
Iiro Hokkanen TBWA\Helsinki Creative
Mikko Ryhänen Mikko Ryhänen Photographer
Kasimir Häiväoja FLC Helsinki Designer
Juhani Vuorisalo Helsinki Police Detective Superintendent
Leena Karhumäki Helsinki Police Communications Manager

The Campaign

Outdoor is often regarded as traditional and slow. Each bus stop ad frame has its own location on the map and we utilized those addresses to control traditional mass media. The real-time hyperlocal outdoor campaign was triggered by real emergency calls. The location information of the call was sent to JCDecaux' system. This way the starting point of the call became the area of the reactive campaign. Right after the call, the outdoor posters appeared near the crime scene for the next 48 hours. These 48-hour campaign unfortunately took over the streets of Helsinki and appeared in altogether thirty different locations. There were two roll-outs, first in December 2016 and the second in April 2017.

The reactive outdoor posters appeared as an interior design photo and a filtered selfie during the day. But after dark, the background lights switched on and revealed the signs of domestic violence. The posters changed into forensic crime scene photo and raw evidence photo. These targeted 48-hour campaigns took place around Helsinki within two weeks in altogether thirty different locations. There were two roll-outs, one before Christmas 2016 and the second before Easter 2017. Both times are peak seasons for domestic violence. The first campaign went live during Christmas holidays in weeks 51-52. The campaign was widely recognized by people in the neighborhood as well as in the media, generating over 42 million impressions. Press coverage ranged from local newspapers, tv talk shows all the way to Adweek and Euronews. Campaign generated so much buzz on the important topic that the second rollout was completed in April during weeks 15-16. The campaign generated lots of talk around the important issue and showed that domestic violence is not only “a bad neighborhood problem”.

Outdoor is often regarded traditional and slow. Each bus stop has its own location on the map and with the help of these addresses we wanted to utilize outdoor advertising in a completely new way - by controlling the traditional mass media with the data-driven backend system. The world's first real-time hyperlocal outdoor campaign was triggered by an actual 911 call. The campaign then immediately appeared in the crime scene area and stayed live for the next 48 hours. The campaign made people realize that domestic violence happens right on their doorstep, even in so-called good neighborhoods.

The actual emergency data, the real 911 calls determined the area of the reactive campaign. The information of the location of the call was sent to JCDecaux' system and anti-violence posters were immediately placed near to the home that made the call. The posters were up for the next 48 hours. These targeted 48-hour campaigns took place in Helsinki within two weeks in altogether thirty different locations. There were two roll-outs, one in December 2016 and one in April 2017. The traditional outdoor poster ad was reactive. During the day posters appeared as an interior design photo and a filtered selfie, but after dark, the background lights switched on and revealed the signs of domestic violence.