Salvation Army is the 8th most well-known charitable organization in Finland. The 110-year old tradition of the Christmas Kettle fundraising campaign is the only well-known campaign run by the Salvation Army Finland.

The brief was to launch a new fundraising campaign that was simply called “Help People”.

The first objective was to raise awareness of the new charity campaign. Nobody knew it existed. The challenge was to launch the campaign without the benefit of a media budget.

The most important objective was to raise as much funds as possible. Since this was a new campaign, we compared it to the Christmas Kettle campaign.

In 2016 Christmas Kettle raised 789 405 euros. It wasn’t considered to be realistic to raise as much as the traditional fundraising brand, so we set the target to be 50 % of that. The goal was to raise circa 400 000 euros.

One picture. One press release.

• Timeline

The web site for making donations was opened in the beginning of June 2017. The press release was sent June the 20th.

• Scale

The press release was sent to all major publications in Finland.