Facing something new – charity supported by 150 Finnish top artists

CLIENT

YEAR

SCOPE

Toivon Kärki ry

2020

Communications and media relations,
Strategic planning


Charity song called Uuden Edessä (“Facing Something New”) by two Finnish top musicians Lauri Tähkä and Timo Kiiskinen took off like a rocket with the support of more than 150 Finnish musicians.

Immediately on its release, the song became a huge topic of conversation both in the Finnish media and on social media – even Finnish President Sauli Niinistö praised the idea and implementation on his Twitter account. The aim of the campaign was to raise funds for the Finnish Red Cross Youth Shelters.

Overall, the amount of earned visibility was huge. The artists, the media, the Finnish Red Cross, record companies, Spotify, other actors in the music industry and, of course, Finns who fell in love with the new song enthusiastically shared it on social media.

Mellakka was involved in planning the campaign and was also responsible for communications and media relations.

Highlights

  1. Media coverage reached 3,439,074 readers, which is a remarkable number in a reasonably small country like Finland. On the first day, nearly a million Finns were reached. In its first week of release, the song climbed to number one on the Spotify Finland TOP 50 list.
Communications and media relations, Events, Influencers
UNITY Talks – how to arouse the interest of a B2B target group?
Communications and media relations, Influencers, Social media and content production
Love is electricity – Vaasan Sähkö’s PR campaign makes TV news repeatedly
Events, Social media and content production
Social media helps break records for the Helsinki Christmas Market
Communications and media relations, Events, Influencers
Lux Helsinki – winter light festival breaks visitor records with strong social media and media presence
Communications and media relations, Influencers, Strategic planning
One Year of Silence – a campaign that silenced radio stations
Communications and media relations, Influencers, Social media and content production
Saimaan Tuore – The fish that swam against the stream and became the number one Finnish fish brand
Events
Sinebrychoff’s festival tour has the scale of a stadium-class band
Communications and media relations, Consulting and coaching, Events
An electric superbike that catches all eyes and reaches an enormous amount media visibility around the world
Events
VR state railway celebrates 160 years – events look to the future!
Communications and media relations, Consulting and coaching, Events
Vegetarian meat craze boosts awareness of MeEat Food Tech
Communications and media relations, Events, Influencers
Savonlinna Opera Festival – how to convey the magic to a new target audience?
Communications and media relations, Events, Influencers
How to make Finland’s best-known unknown brand more visible?
Events
Battery is always there where energy is needed
Events, Influencers
Total takeover of social media makes Nelly.com known overnight
Communications and media relations, Events
Business Finland – international media visibility for know-how and innovations