Street Not Home campaign raised funds for homeless young people

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The Katu Ei Ole Koti campaign for the Sininauhasääti Foundation, designed by Valve, raised funds for homeless young people. In addition to outdoor advertising, the campaign was implemented through a spectacular installation of 800 pairs of shoes on at Narinkkatori in Kamppi. The installation evoked strong emotions, highlighted the situation of homeless youth and encouraged the public to take action.

Client: Sininauhasäätiö

Campaign objective: to collect donations from individuals and companies

Target group: general public/all Finland

Campaign period: 6.10.-8.10.2023

Katu Ei Ole Koti is a fundraising campaign of the Sininauhasäätiö, whose proceeds are used to help homeless young people. The campaign made clever use of outdoor advertising, combined with an impressive implementation on at Narinkkatori in Kamppi. Although the outdoor advertising covered the whole of Finland, special emphasis was placed on the capital region, where homelessness is most prevalent.

"Outdoor advertising, especially Bauer Media Outdoor's 'The Wall', offers us an excellent way to reach the target group of the campaign. The Wall combined with the installation of the Street Not Home campaign on Narinkkatori gives us the opportunity for comprehensive visibility where the action is."

describes Jack Tarvajärvi from Valve.

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Touching symbolism and unmissable visibility

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The weekend's hustle and bustle was stopped by an impressive sight on Kampi's Narinkkatori:

800 pairs of shoes, each symbolising one homeless young person in Finland. This striking installation, combined with Kampi's iconic 'The Wall' surface, created a thought-provoking and unmissable combination.

Such evocative ensembles not only inform and reach a large audience, but also remain memorable, thought-provoking and activating. Moreover, outdoor advertising encounters people in their daily lives without distraction or interruption, making them receptive to what they see.

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The power of outdoor advertising lies in its ability to connect with the real world

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The campaign's main message, "The street is not home", sought to convey the Blue Ribbon Foundation's aim of providing every homeless person with a home of their own, where they can put their shoes in the hallway at the end of the day. Shoes are an integral part of homeless people's everyday lives, and in Finnish culture, leaving shoes in the hallway is a symbol of coming home.

Because the outdoor advertising is large and striking, it leaves a lasting impression on the viewer. Combined with impactful visual elements or symbols, such as shoes representing homeless youth, it is particularly effective.

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Successful pro bono visibility for an important theme

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The purpose of our existence, "A platform for Good", is summed up by the fact that we want to be more than a media provider. We do small and big things together with cities and advertisers to promote well-being in our society. That's why we want to provide free media visibility for important issues like these.

"We were particularly pleased with the visibility of the campaign and the way it was widely received. The original objective of the campaign was achieved, which makes us very happy.

In particular, we feel we were successful from a media advertising perspective, creating a package that made excellent use of our event expertise and reinforced the message on DOOH surfaces. Finally, we would like to give a special thanks to Bauer Media Outdoor for getting involved in the campaign",

says Jack Tarvajärvi.

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