Helsinki Police Department Outdoor, Case study Violence Stopping Outdoor [presentation image] by TBWA\ Helsinki

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Violence Stopping Outdoor [presentation image]

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Industry Against violence
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Finland
Agency TBWA\ Helsinki
Executive Creative Director Jyrki Poutanen
Creative Director Mikko Pietilä
Art Director Kalle Wallin, Matti Virtanen
Creative Iiro Hokkanen
Designer Kasimir Häiväoja
Released May 2017

Awards

Eurobest Awards 2017
Media Public Sector Bronze Eurobest
Media Use Of Outdoor Bronze Eurobest

Credits & Description

Client: Helsinki Police
Product (Service): Public Service / National Emergency Number
Agency: Tbwa\helsinki, Finland
Entrant: Tbwa\helsinki, Finland
Idea Creation: Tbwa\helsinki, Finland
Executive Creative Director: Jyrki Poutanen (Tbwa\helsinki)
Vice President, Head of Innovation: Juha-Matti Raunio (Tbwa\helsinki)
Creative Director: Mikko Pietilä (Tbwa\helsinki)
Senior Creative: Laura Paikkari (Tbwa\helsinki)
Art Director: Kalle Wallin (Tbwa\helsinki)
Art Director: Matti Virtanen (Tbwa\helsinki)
Creative: Iiro Hokkanen (Tbwa\helsinki)
Photographer: Mikko Ryhänen (Mikko Ryhänen)
Designer: Kasimir Häiväoja (Flc Helsinki)
Detective Superintendent: Juhani Vuorisalo (Helsinki Police)
Communications Manager: Leena Karhumäki (Helsinki Police)
Published: May 2017
Synopsys:
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 more 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 JCDecauc’ 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 two 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 night locations at the right time. This made people wake up to the fact that domestic violence is happening in their own neighborhood, right now. 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 place around Helsinki within two weeks in altogether thirty different locations. There were two roll-outs, one in December 2016 before Christmas, and one in April 2017, over Easter holidays, both 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 that was triggered by actual emergency call. The campaign then immediately appeared in the crime scene area and stayed live for the next 48 hours. The campaigns 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 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 two week in altogether thirty different locations. There were two roll-outs, one in December 2016 during Christmas holidays and one in April 2017 before Easter. The traditional outdoor ad poster was reactive. During the day the posters appeared as an interior design photo and as a filtered selfie, but after dark, the background lights switched on and revealed the signs of domestic violence.