Imagine not being able to get help when you needed it the most. When the walls are closing in. When the burden you bear starts to feel too overwhelming.
Mieli ry aims to help as many people as they can. Unfortunately, their resources are very limited, which leads them to being able to take only 20% of the incoming calls to their helpline.
We needed to raise awareness for this issue, and increase the number of monthly donors - helping them help people in need.
This case was designed as part of a case competition, Young Lions, which I took part with with my colleague. We were awarded the 2nd place in the Digital category.
Phase One
When trying to access Alma Media, Sanoma, or Yle’s websites or apps, 80% of people are denied access. The message that appears on the screens of these people: “Access Denied – you weren’t one of the 20%.”
When denied access to the media houses’ websites they are used to using (without a problem) daily, people will go to platforms such as Jodel and X to share their bad experiences and ask if others are having similar issues. They’ll keep tagging the media houses to demand a fix or at least an answer from the media houses but won’t get any kind of response.
Phase Two
On World Mental Health Day the campaign is explained on these same websites. The front page of all these websites will have a big campaign ad that encourages people to donate in order to make a difference.
Also, on all websites the top news article will be regarding our campaign – and it will be held number one all day. This article will explain in depth the problem, our campaign, and how people can help.
At the same time when revealing the campaign on their websites and apps, these media houses will publish content on their social media platforms creating even more awareness and driving more traffic to our campaign website. This content will be done by reporters known by many in Finland.
2nd place in the competittion
We took part in the finals at the United Imaginations office, and placed 2nd in the competition in the Digital category. It was a great experience to see the work others had produced and meet others working in our industry.
