VIOLENCE STOPPING OUTDOOR

Bronze Eurobest

Case Film

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TitleVIOLENCE STOPPING OUTDOOR
BrandHELSINKI POLICE
Product/ServicePUBLIC SERVICE / NATIONAL EMERGENCY NUMBER
Category B05. Use of Outdoor
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

Finland is topping the domestic violence charts globally, even though only every tenth case is reported. Domestic violence happens everywhere regardless of the wealth of the area. The hyperlocal outdoor posters made people realize that domestic violence is happening also in their own neighborhood. 88 percent of domestic violence acts happen during the night. So our traditional outdoor posters were reactive. During the day the 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. Outdoor is often regarded traditional and slow, although each bus stop has its own location of the map. With these addresses we utilized outdoor advertising in a completely new way. The world’s first real-time hyperlocal outdoor campaign was triggered by an actual emergency call. The campaign then immediately appeared in the crime scene for the next 48 hours.

Creative Execution

The world’s first real-time hyperlocal outdoor campaign was triggered by an actual emergency call. The real 911 calls determined the area of the reactive campaign. The information about 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 over the streets of Helsinki within four weeks in altogether thirty different locations. There were two roll-outs, one in December 2016 and one in April 2017.

The hyperlocal outdoor posters were highly effective because they appeared in the locations at the right time. This made people wake up to the fact that domestic violence is also happening in their own neighborhood, right now. Reactive outdoor posters generated 42 million impressions during the four weeks they were up. Press coverage ranged from local newspapers, tv talk shows all the way to Adweek and Euronews. These targeted 48-hour campaigns took over the streets of Helsinki within four weeks in altogether thirty different locations. There were two roll-outs, one in December 2016 just before Christmas and one in April 2017, before Easter holidays, both unfortunate peak seasons for domestic violence. The campaign received lots of attention, media hits and most importantly, the important issue became the topic of discussion in both tv and newspapers, globally and in Finland.

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 utilized outdoor advertising and media planning like never before. The world’s first real-time hyperlocal outdoor campaign was triggered by actual emergency call. The campaign then immediately appeared in the crime scene area and stayed life for the next 48 hours. The campaign revolutionized the usage of outdoor media through data targeting and never seen before collaboration of client and media owner.

Insights, Strategy and the Idea

The actual emergency data, the real 911 calls determined the area of the reactive campaign. The information about 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 around Helsinki within four weeks in altogether thirty different locations. There were two roll-outs, one in December 2016 just before Christmas holidays and one in April 2017 before Easter. The traditional outdoor ad poster was also reactive. During the day the 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.