Helsinki Region Environmental Services soil revolution campaign draws attention to the importance of biowaste recycling

CLIENT

YEAR

SCOPE

Helsingin Seudun Ympäristöpalvelut (HSY)

2022

Communications and media relations,
Events,
Social media and content production

How to draw people’s attention to the importance of biowaste recycling? We dumped 6000 kilos of soil next to the iconic Havis Amanda fountain, planted 1000 violets on it and invited people to pick them. The Mullankumous “soil revolution” campaign attracted enormous popularity and media attention.

Biowaste has been collected at Helsinki’s apartment buildings for years, and in 2021 the collection of biowaste was also extended to single-family houses. However, the importance of sorting biowaste is still not clear to people, and there is still too much biowaste among mixed waste. Mellakka’s job was to communicate this in a way that would be noticed.

Mellakka decided to approach the subject through joy. We organised the Mullankumous “soil revolution” campaign in which 6000 kilos of soil were dumped next to the iconic Havis Amanda fountain and 1000 violets were planted on top. With the help of the media, social media and influencers, we informed the public that they could come and pick the flowers and collect soil as long as they lasted. The event culminated with Havis Amanda, a mermaid sculpture, getting a flower wreath placed on her head, and the fountain’s pedestal was surrounded by people collecting flowers and soil. Naturally, the soil and flowers could be transported home in containers suitable for recycling biowaste.

Highlight

  1. The Mullankumous “soil revolution” campaign was covered by national and local media and potentially reached more than 8 million people. The promotion was reported before, during and after the event. For example, Finland’s national public service media company YLE’s breakfast show made a live broadcast of the event on television, and the story was also covered by YLE news online and in the evening’s regional news broadcast. The biggest newspaper in the Nordics, Helsingin Sanomat and many radio stations also noted the event.
  2. Seven influencers participated in the advance communications for the event.
  3. An estimated couple of thousand people came to pick up flowers and soil. But above all, with the help of the media, social media and influencers, we successfully conveyed the client’s key messages about sorting biowaste and how much of it still ends up among mixed waste.
Communications and media relations, Events, Influencers
In honour of the power of stories – Storytel Awards Gala
Influencers, Strategic planning
Combination of podcast production and influencer marketing blows up Myyrmanni documentary
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, Social media and content production
Fundraising event of the year raises over a million euros towards crisis assistance for young people
Communications and media relations, Events, Influencers
Savonlinna Opera Festival – how to convey the magic to a new target audience?
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
Communications and media relations, Strategic planning
Facing something new – charity supported by 150 Finnish top artists
Communications and media relations, Events
Best-selling Finnish biography of all time with one promotion
Communications and media relations, Events, Influencers
UNITY Talks – how to arouse the interest of a B2B target group?
Communications and media relations, Consulting and coaching, Events
An electric superbike that reaches an enormous amount media visibility around the world
Communications and media relations, Events, Influencers
Influencers provide Fjällräven with millions of views
Events, Social media and content production
Social media helps break records for the Helsinki Christmas Market
Communications and media relations, Events, Influencers
Beyond Retro’s plan to conquer Finland breaks all-time sales record
Communications and media relations, Influencers, Strategic planning
One Year of Silence – a campaign that silenced radio stations
Communications and media relations, Events, Influencers
Opening of Olivia restaurant at Helsinki Central Station viewed by a million