Cannes Lions

HUMANE NEWS – INHIMILLISIÄ UUTISIA

MIRUM, Helsinki / RAY / 2015

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Case Film

Overview

Entries

Credits

Overview

Description

To every bad news there are hundreds of good deeds that deserve to make headlines. “Inhimillisiä Uutisia”, Humane News was the one to turn the news around. Our goal was to make the organisations proud of the co-operation and the public aware of the Finland's Slot Machine Association's, RAY’s unique societal role. RAY funds the good deeds of the non profit organisations with over 300M€. The public isn’t aware that a gaming company is the biggest funder of the game changing good deeds that affect all of us.

We created a media of our own in order to make headlines and set an example. The online media was launched in June with an advertising campaign and a pop-up news room in the heart of Helsinki. The editorial staff turns the good deeds by the organisations to humane content with the help of renowned journalists, social influencers and not to mention the engaged readers. With a monthly changing editor in chief and a theme, we create tangible content that spreads the word of humanity in social media. The media is build upon a social media platform that re-posts every post with the #inhimillisiäuutisia hashtag to the page.

Humane News has set an exclamation mark to the society and media. Positive news stories are now appearing all over. Organisations and social influencers see the co-operations as an honour. A two-week campaign has now become a permanent media for the client.

Execution

The online media was launched with a pop-up news room in the heart of Helsinki and advertising campaign in June. The editorial staff turns the good deeds by the organisations to humane content with the help of renowned journalists, social influencers and not to mention the engaged readers. With a monthly changing editor in chief and a theme, we create tangible content that spreads the word of humanity in social media. The media is build upon a social media platform that re-posts every post with the #inhimillisiäuutisia hashtag to the page.

Outcome

Humane News has set an exclamation mark to the society and media. Positive news stories are now appearing all over. Organisations and social influencers see the co-operations as an honour. A two-week campaign has now become a permanent media for RAY.

Our targets were more than doubled with over 200.000 unique readers who stayed for over 3 minutes. The content spread in the social media garnering over 10.000 followers. With only 3170 euros invested we reached an unforeseen engagement rate of 163%. With no further investments in the media, we've reached an organic growth of 31%, exceeding the goals monthly.

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