HelsinkiMission's targeted campaign addressed loneliness in a poignant way
HelsinkiMissio Jotta vastassa olisi ihminen -varainhankintakampanjassafundraising campaign used an innovative approach to fight loneliness in collaboration with advertising agency United Imaginations, Kantar and Havas Finland. The successful implementation was based on targeting outdoor advertising in an ingenious, completely new way.
Client: HelsinkiMissio
Campaign goal: To raise funds for anti-loneliness work and to communicate the help and volunteering opportunities available
Target audience: donors, volunteers and people experiencing loneliness, with the aim of raising awareness of the challenges of loneliness among the general public.
Advertising space: Downtown Digital
Campaign period: August-September 2023
Loneliness is a growing social problem that has a serious impact on people's health and well-being, and is experienced regardless of age, status or location. The feeling of loneliness causes pain in the same brain areas as physical pain.
The campaign "To be human" brought up-to-date information on loneliness to the street, so that the growing experience of loneliness becomes visible in people's everyday lives. The campaign aimed to raise funds for anti-loneliness work and to highlight the help and volunteering opportunities available to reduce loneliness. The campaign included a variety of messages based on these themes.
The data-driven campaign allowed for targeted messages
The campaign was based on an ingenious approach to targeting outdoor advertising, which resulted in an impressive and appealing package. Smart use of data allowed for targeted messages in different areas, such as "Recently 104 people here in Myyrmäki went online to find help for loneliness."
The data on search volumes for loneliness was based on the search engine data provided by Google. The most searched terms related to loneliness, such as "where to find a friend", "lonely mother", "loneliness as an adult", "loneliness in a relationship", "lonely elderly", "teenager has no friends" were used in the data collection. In order to find out the search volume in the neighbourhoods, keyword advertising was targeted by postcode.
Outdoor advertising was targeted to areas where loneliness was particularly experienced, based on the data analysed by Kantar. To this end, Kantar analysed loneliness variables from the HelsinkiMission Finnish Loneliness Survey and Kantar's own wider data.
The results speak for themselves
"Outdoor advertising made it possible to make the problem of loneliness and the help available visible in real time by bringing local information to where people move and live. At the same time, we communicated the opportunity to help by donating or volunteering," says Hanna Koskenkangas, HelsinkiMission's Communications and Fundraising Director.
The campaign increased HelsinkiMission's visibility and website visits and brought in new donors and volunteers. This is a good example of the power of outdoor advertising and its targeting and role in highlighting socially important issues.
Valuable pro bono work for an important cause
Our rewarding and mutually successful collaboration with HelsinkiMission has been going on for well over ten years. The purpose of our existence is summed up in our desire to be more than just a media provider. We serve society and cities responsibly and do small and big things together with cities and advertisers to promote well-being in our society and cities. That's why we want to provide media visibility for important issues like these.
"We are delighted with our impressive partnership with Bauer Media Outdoor. Through our collaboration, we have gained wide visibility for our work and awareness for our brand. The outdoor advertising campaigns have brought more donors and volunteers into our work. Their importance is invaluable in ensuring the continuity of our work," continues Hanna Koskenkangas.