GIVING A CHILD A VOICE by Euro Rscg Helsinki for Lasinen Lapsuus

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GIVING A CHILD A VOICE

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Industry Against alcohol
Media Promo & PR, Case study
Market Finland
Agency Euro Rscg Helsinki
Art Director Marko Vuorensola
Copywriter Paul Earl, Juha Koivisto
Producer Petteri Lehtinen
Editor Teemu Niukkanen
Released December 2010

Credits & Description

Category: Charity and Not for Profit
Advertiser: LASINEN LAPSUUS / THE FRAGILE CHILDHOOD ORGANIZATION
Product/Service: PARENTAL ALCOHOL MISUSE AWARENESS
Creative Director: Marko Vuorensola (Euro RSCG Helsinki)
Art Director: Marko Vuorensola (Euro RSCG Helsinki)
Copywriter: Juha Koivisto (Euro RSCG Helsinki)
Account Director: Nina Myllyharju (Euro RSCG Helsinki)
Copywriter: Paul Earl (Euro RSCG Helsinki)
Account Manager: Liisa Wilkman (Euro RSCG BNL)
Communications Consultant: Tanja Hannus (Euro RSCG BNL)
Director: Teemu Niukkanen (Kennel Helsinki)
Producer: Petteri Lehtinen (Kennel Helsinki)
Line Producer: Soili Åkerlund (Kennel Helsinki)
Director of Photography: Pini Hellsted
Editor: Teemu Niukkanen
Casting: Minna Kalenius
2nd Camera: Jaakko Slotte
Grip: Jukki Tuuri
Sound Design: Timo Anttila (Humina)
Colour Corrections: Marko Terävä (Post Control)
VFX: Anders Helle (Trix)
Voice Actor Male: Niko Saarela
Voice Actor Female: Heli Sutela
Media placement: Film - Youtube - 8 December 2010
Media placement: Press Release - Published By All Main News Medias - 13 December 2010
Media placement: Key opinnion leader seeding - Blogs and SoMe channels - 8-20 December 2010
Media placement: Key opinnion leader seeding - WOM - 8-20 December 2010

Summary of the Campaign
Fragile Childhood organization, needed to raise awareness of parental alcohol misuse and its consequences. They briefed us to motivate Finnish people who have suffered from parental alcohol misuse to share their experiences by submitting their stories anonymously to the organisation’s website.
These stories will be used in the next phase of the awareness campaign targeted to all alcohol consuming parents in Finland, run by Alko, national alcohol distributor owned by the Finnish state. They also briefed us to raise the overall awareness of their cause. Media budget didn't exist and the total budget for production was under 10 000 Eur.

Our solution was to raise awareness with a single film that manages to surprise, touch and move people, and for viewers to be inspired to share that experience.

Film release was followed by press releases which were published unchanged in all main news media. Through this exposure the client received numerous invitations to talk about the issue on national TV, press and radio interviews. As a bonus for the campaign the National TV broadcaster Yleisradio (YLE) picked up the film and ran it, without charge, in their social responsibility segment daily, for weeks.

The Situation
“Nanny passed out, the child plays alone upstairs.”
“The child was taken into care, she was abandoned and left outside, alone”
“Small children freezing, crying in a car. The parents in a pub”
“A child wandering outside, in freezing temperatures in the Northern Finnish town of Seinäjoki”
“A 14 year old at home left alone for 10 days ...”

- News headlines like these started to be too common. Something had to be done.

Based on A-Clinic Foundations research in Finland during 2009, 23% of Finns have experienced their parents using too much alcohol as a distracting factor.

The Goal
Alko, national alcohol distributor owned by the Finnish state was about to start a nationwide awareness campaign targeted to all alcohol consuming parents (active now: http://www.lastenseurassa.fi/ ).

The Fragile Childhood organization (our client) was asked by Alko to deliver content (Real stories related to parental alcohol misuse) for that campaign. That was our primary goal, and target audience for that was all people who had faced parental alcohol misuse in their life, especially young people.

Secondary goal was to raise overall awareness of the cause and peer and professional support possibilities.

The Strategy

Finnish people are naturally reserved and not used to talking about their personal private experiences. We wanted to get the message straight to the target group where they are spending personal time and where they are open for content. With a non existing media budget the challenge was tough.

It became clear that the message needed to be so strong that people would start to share it from their own personal motivation, to give the campaign legs of its own.

Our solution was to raise awareness with a single film that manages to surprise, touch and move people. And support it with well planned PR activities.

The film doesn't preach nor use the obvious methods of "viral" films. It builds a strong foundation for the long term communication task: to affect the behaviour of parents.

Execution
The film was published on YouTube on December 8th 2010. At the same time we had gone through a list of key opinion leaders. We asked them to see the video, take a stand and share it if they wanted. The discussion exploded where ever it was on.

During first week: Over 20 000 views in YouTube alone, which is astonishing in the Finnish market. To get an idea of the impact in this country if we take the same ratio of views to population using the US as an example it would be equivalent to 1.25 million views.

After first week the time was right for a press release by our client (written by us) about the cause and linking to the film. It went through in all main news media unchanged.

Campaign was to be active for 3 weeks, now the Finnish public is keeping it active. Still.

Documented Results
- Target amount of stories submitted was exceeded by over 300%
- Our press release was published in all main news media in Finland, causing a chain of discussions in those medias by journalists and by readers. In TV, printed and digital media. Discussion is still going on in media websites, in press readers sections and in social media
- Multiple requests for TV, press and radio interviews
- Agency Creative Director got to present the case for selected people of Finland's Ministry of Social Affairs and Health
- As a bonus the National TV broadcaster YLE picked up the film and ran it, without charge, in their social responsibility segment at peak time, daily, for few weeks
- Selected as "2010 society communication act of the year" in Finland with honorary mentions
- The film was awarded with the Jury prize at the National "Vuoden Huiput" (Year’s Best) awards