Title	TARJA HALONEN, FORMER PRESIDENT OF FINLAND. (PR)
Brand	THE SALVATION ARMY
Product/Service	CHARITY
Category	A09. Charities & Non-profit
Entrant	MAKE IT SIMPLE Helsinki, FINLAND
Idea Creation	MAKE IT SIMPLE Helsinki, FINLAND
Production	LUCY LOVES STORIES Helsinki, FINLAND
Additional Company	THE SALVATION ARMY FINLAND Helsinki, FINLAND

Name	Company	Position
Jarko Tuuri	Make it Simple	Creative Director
Jukka Mannio	Make it Simple	Creative Director
Pia Eiro	Make it Simple	Account Director
Anne Fredriksson	The Salvation Army Finland	Marketing Director
Joona Junkkari	The Salvation Army Finland	Communications Manager

The Campaign

Life is a matter of chance. Anyone can suffer misfortune. The goal was to arouse empathy in people. There was no condescension towards those being helped or any pointing of fingers at them. Since there was no media budget, the idea had to be so strong that it would spread organically. The goal was to get as much earned media as possible. So we decided to do something that has never been done before: to portray a former president as a homeless person. President Tarja Halonen kindly agreed to be photographed as such.

Execution

• Implementation of the PR activities One picture. One press release. • Timeline The web site for making donations was opened in the beginning of June 2017. The press release was sent June the 20th. • Scale The press release was sent to all major publications in Finland.

Tier 1: Media Outputs - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey) One single photo has had an incredible impact. The campaign deservedly gained some of the highest media attention in Finland in 2017. This is also the all time high result for Salvation Army Finland. The campaign became headline news in all the key national Finnish media outlets. The message also spread to other countries. The value of the earned media in Finland was 243 294 euros. This would be a big media budget for an advertising campaign in a country with only 5.5 million inhabitants. Tier 3: Business Outcomes – campaign's measurable effect on sales/revenues/profits, market share, stock valuation, brand equity, reputation scores and other traditional marketing and business metrics The "Help People" fundraising campaign outperformed the traditional Christmas Kettle 2016 campaign in terms of funds raised. Help People raised 808 000 euros by the end of August 2017. Christmas Kettle raised 789 405 euros.

The Situation

Earned media was the most important part of the campaign.

The Strategy

• Target audience (consumer demographic/individuals/organisations) Target audience was the general public. The first goal was to raise awareness. • Target media All major media outlets in Finland. • PR planning The strategy was very straightforward: we knew we had a picture that had a strong emotional impact and a strong message. We just sent it to the media. • Approach We trusted the power of one single picture: the former president as a homeless person.