International Organization For Migration Promo, Case study WORK NOBODY WANTS TO DO by King Helsinki

WORK NOBODY WANTS TO DO

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Industry Public awareness
Media Promo & PR, Case study
Market Finland
Agency King Helsinki
Art Director Fredrik Sturmer
Copywriter Julius Miikkulainen
Released November 2011

Credits & Description

Category: Best Use of Media Relations
Advertiser: INTERNATIONAL ORGANIZATION FOR MIGRATION & OMBUDSMAN FOR MINORITIES
Product/Service: CAMPAIGN AGAINST HUMAN TRAFFICKING
Agency: KING HELSINKI
Copywriter: Julius Miikkulainen (King)
Art Director: Fredrik Stürmer (King)
Planner: Erol Tekkanat (King)
Planning Director: Sami Huiko (King)
Graphic Designer: Niko Mikkonen (King)
Project Manager: Hannele Broman (King)
Web Designer: Pietari Kaakkomäki (King)
Copywriter Trainee: Aino Tuomi-Nikula (King)
Sound Production: Pera Pirkola/Pekka Witikka (Hot Spot)
Media placement: Fake Recruitment Ad In Print - Iltalehti - 18 November 2011
Media placement: Letters To The Members Of Parliament - - 18 November 2011
Media placement: Press Conference - - 18-23 November 2011
Media placement: Press Coverage In Print Media - E.g. Helsingin Sanomat, YLE, Huvudstadtsbladet, Ilta-Sanomat, Iltalehti, Turun Sanomat... - 18-23 November 2011
Media placement: Press Coverage On Radio - Radio Nova, Radio SVT, Radio Ettan, Radio Helsinki - 18-23 November 2011
Media placement: Press Coverage Online - E.g. Helsingin Sanomat, YLE, Huvudstadtsbladet, Ilta-Sanomat, Iltalehti, Turun Sanomat... - 18-23 November 2011
Media placement: Free Ad Space In Print Media - Huvudstadsbladet, Aamulehti, Maaseudun Tulevaisuus, Ylioppilaslehti, Vihreä Lanka... - 18-23 November 2011
Media placement: Free Ad Space In Outdoor Media - Clear Channel Adshel Series - 18-23 November 2011
Media placement: Free Ad Space On Radio - Radio Nova, Metro FM, Radio Helsinki - 18-23 November 2011
Media placement: Free Ad Space Online - Sanoma Digital, Helsingin Sanomat, Ilta-Sanomat, Uusi Suomi, MTV3, Suomi24, Plaza - 18-23 November 2011

Summary of the Campaign
Human trafficking is a problem in Finland, but people didn’t want to believe it existed. On the 2011 European Anti-Trafficking Day, the objective was to make the officials, media and citizens see the problem.

But, with a media space of 1 print ad, how to make people see a problem they don’t want to see?

By deceiving. On the Anti-Trafficking Day, human trafficking was put in the form of fake recruitment ads, in 1 newspaper. Based on real human trafficking cases from Finland, the ads caused both sensation and action.

To provide information, a press conference was held. As a result, the campaign got tons of free ad space and the press from over 40 media raised human trafficking to the centre of attention on the same week as the European Anti-Trafficking Day.

Most importantly, the campaign activated the officials: After the campaign the police quadrupled its human trafficking investigations. Finland is also preparing new, improved Anti-Trafficking legislation.

PR is the element that made this campaign unique. The success of the campaign was relied on the reaction of the media. This was built in the execution of the campaign.

The Situation
Work-related and sexual human trafficking happens in Finland, but people didn’t want to see the problem. Officials, media and citizens widely believed, that the victims were acting of free will.

As a result of the situation the police seldom investigated any cases as human trafficking, but rather as other crime titles. The media seldom reported any crimes as human trafficking suspects. Citizens hardly knew the issue in Finland.

On the 2011 European Anti-Trafficking Day, IOM and the Ombudsman for Minorities wanted to change the situation.

With a media space of 1 print ad, how do you make people see a problem that they don’t want to see?

The Goal
The goal had 3 very challenging goals:
1) To get more ad space for the campaign.
2) To get the press interested in the campaign and the issue of human trafficking.
3) To activate the anti-trafficking fight among the officials (police and legislation).

The Strategy
The campaign was initially launched as just 1 print ad in 1 newspaper, and a letter to the Members of Parliament.

As the fake recruitment ads caused sensation, a press conference was held to feed the real campaign information.

At the same time many media outlets took on the campaign and offered it a lot of free ad space.

Soon the campaign surprised people in TV, radio, print and online, both as free press and advertisement.

Execution
The campaign relied heavily on the reaction of the media. The goals were to get both free ad space and good press coverage. As both outcomes were very unreliable as to amount or channel, the campaign strategy was, after the launch, very much adopted by the minute.

The communication concept was finally adopted to outdoor, radio, online and radio medias to deliver a unified message (free ad space). Also, representatives of the client and the campaign were covered in over 40 different medias in TV, radio, online and print (press coverage).

Documented Results
Results to initial goals:

1) To get more ad space for the campaign:
With the gained free ad space, the campaign grew its contacts from the initial 600,000 contact in one media to 15m contact in over 25 media.

2) To get the press interested in the campaign and the issue of human trafficking.
In the same week as the European Anti-Trafficking Day, the campaign and the signs of trafficking were reported in more than 40 media in TV, radio, online and print media.

3) To activate the anti-trafficking fight among the officials (police & legislation).
The month after the campaign, the police quadrupled its human trafficking investigations and stated that it was due the activation of the police forces in Finland on the matter. Also, after the campaign, Finland has started preparing new, improved Anti-Trafficking legislation.