The world’s first real-time hyperlocal outdoor campaign triggered by actual emergency calls

Globally, Finland tops the domestic violence charts. Helsinki Police department launched a two-phase OOH campaign to increase awareness around the  subject of domestic violence.
Together with Helsinki’s Police department and JCDecaux, TBWA\Helsinki created this vital campaign with the goal raise awareness of domestic violence and encourage the public to report acts of abuse.
The campaign is an example of hyperlocal and reactive advertising in a traditional medium. The trigger was a real emergency-call to 112 (999 in the UK or 911 in the US). The day after the call, outdoor posters would appear in areas where the call had been received, and where domestic violence had been reported within the past 24 hours. The campaign used 10-15 of the closest poster sites from the address of the report and they remained live for only 48 hours. The creative idea played with the concept of day vs. night as 88% of cases happen at night in the victim’s home. During the day, the poster would show a woman taking a selfie, which would then transform at night to show the same woman, in the same pose with bruises, reflecting the statistic.
These targeted 48-hour campaigns took place around Helsinki in a fortnightly period, in six different city areas. So far, two campaigns have been rolled out- Phase 1 in December 2016 and  the second phase in April 2017.
 
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Advertiser: Helsinki Police Department
Agency: TBWA\Helsinki
Campaign title: Violence stopping outdoor
Creative Credits:
Strategy, Vice President:  Juha-Matti Raunio
Executive Creative Director:  Jyrki Poutanen
Creative Director:  Mikko Pietilä
Art Director:  Kalle Wallin
Copywriter:  Laura Hukkanen
Designer:  Matti Virtanen
Photography:  Mikko Ryhänen
Film: Iiro Hokkanen
Producer: Niko Hatara