Fundraising event of the year raises over a million euros towards crisis assistance for young people

CLIENT

YEAR

SCOPE

Toivon Kärki ry, MIELI ry, S-ryhmä & LähiTapiola

2021-2022

Communications and media relations,
Influencers,
Social media and content production,
Strategic planning,
Sustainability communications

In autumn 2021, more than one million euros were raised towards crisis assistance for young people after the Covid pandemic with the help of more than 70 top Finnish artists. The campaign was awarded in 2022 at the appreciated Finnish Comms Awards as Fundraising Event of the Year.

In autumn 2021, Mellakka was involved in conceptualising, planning and implementing the Pidä Huolta (“Take Care”) campaign with the organizing associations Toivon Kärki ry and MIELI ry, which raised funds to support young people after the Covid pandemic.

The focus of the campaign, which ultimately raised more than one million euros, was a new version of iconic Finnish song Pidä Huolta (“Take Care”). More than 70 top Finnish artists participated, including JVG, Antti Tuisku, Haloo Helsinki!, Lauri Tähkä, Jenni Vartiainen, Erin, Anna Puu, Vesala, Samu Haber, Elastinen, Chisu, Mikael Gabriel, BEHM and SANNI.

The proceeds of the “Take Care” campaign were used to expand the chat service, which offers crisis help to young people, and to strengthen young people’s mental health skills.

The funds raised will secure the operations of the chat service for years to come and offer help to thousands of young people struggling with their emotions. The funds also support the learning of mental health skills in schools.

In 2022, the campaign received the Fundraising Event of the Year award at the Finnish Comms Awards: “A touching message that beautifully emphasises leaving a legacy for the younger generation in many ways. The message has also inspired many individuals and organisations to collaborate and donate. Great results!”

Mellakka founder Mari Wainio is also one of the founders and active members of the music industry charity Toivon Kärki ry. S Group and LähiTapiola also acted as enablers and strong partners of the campaign, which supported the campaign with, for example, an extensive marketing and communications campaign.


See the whole story! How we did the Pidä Huolta (“Take Care”) campaign

Highlights

  1. Over a million euros raised to support young people
  2. More than 250 new volunteers for the chat service
  3. Mental health online searches at their highest level for the year
  4. Double the visitors to the Mieli.fi website
  5. Potential reach in earned media: 32.5 million
  6. Value of earned media: 300,000 euros
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