CUSTOMER
MIELI Mental Health Finland
YEAR
2022
WORK
Campaigns
Influencer marketing
Media relations
Research
The award-winning Haloo Mieli! campaign encouraged Finns to talk about mental health
Challenge
Mental health and mental health issues are one of the biggest challenges facing society today. The Green Ribbon is an internationally recognized symbol that shows support for mental health work. The campaign, which runs every year from April 1 to June 30, aims to encourage people to talk about mental health and reduce the stigma associated with mental health issues. The ribbon logo, campaign partner products, and direct donations are also important sources of funding.
Solution
At the heart of MIELI ry’s Mielinauha Green Ribbon campaign lies a simple yet powerful message: no one should have to face mental health challenges alone.
In 2022, this message was amplified nationwide through the Haloo Mieli! campaign, led by MIELI Mental Health Finland in collaboration with pro bono partners Manifesto Communications and Bob the Robot. The face of the campaign was the popular Finnish band Haloo Helsinki!, whose involvement brought both visibility and emotional resonance to the cause.
Launched in spring 2022, the campaign came at a time when many were still grappling with the mental health impacts of the COVID-19 pandemic and the war in Ukraine. The objective was clear: to elevate mental health as a national priority, break the stigma around discussing it openly, and increase public awareness of MIELI’s work as a vital mental health organization.
Haloo Helsinki! played a central role, dedicating significant time and energy to the campaign throughout the spring. In June, the band delivered a powerful live performance to a packed stadium, proudly carrying the Haloo Mieli! message to thousands.
A strategic media push aimed to reach every corner of Finland through earned coverage. A nationwide survey explored stress levels and how the ongoing war in Ukraine was impacting mental well-being. Personal stories from people with lived experience formed the emotional core of the campaign, offering authentic perspectives on the importance of mental health as both a challenge and a resource.
The campaign gained further traction in May at the Manifesto Showroom Press Days, where the Mielinauha initiative was prominently featured and reached more than 80 journalists and influencers. Social media influencers were also invited to share their personal experiences and spark open dialogue around mental health on their platforms.
In recognition of its impact, the Haloo Mieli! campaign was awarded the Pro Bono Campaign of the Year at the 2022 Finnish Comms Awards, solidifying its role as a standout example of effective, purpose-driven communications.
Results
During the campaign, awareness of MIELI ry increased by nearly 40%, consideration as a donation target rose by 40%, and the number of people selecting MIELI ry as their primary donation target grew by an impressive 83% (source: pre- and post-campaign surveys).
The Mielinauha campaign succeeded in generating wide visibility across both media and influencer channels. Between April 1 and June 30, 2022, the campaign secured 29 media hits with nationwide reach, appearing in all of Finland’s major media outlets. The total combined media reach exceeded 20 million readers. The majority of media coverage occurred in April, at the start of the campaign, despite the dominating news cycle around Russia’s war of aggression.
Throughout the spring, at least 24 influencers actively participated in the campaign, sharing their own content. In total, over 100 separate social media posts related to Haloo Mieli! were documented.
On June 18, Haloo Helsinki! delivered a powerful performance to a sold-out stadium, proudly championing the Haloo Mieli! message.
Fundraising campaigns are often marked by gloom and despair. The Mielinauha campaign set out to break that pattern. Our goal was to reduce the persistent stigma surrounding mental health challenges by approaching the topic through the lens of hope, not hopelessness. This was a bold creative challenge for the agency: to capture the attention of earned media while also inspiring trust and action from potential donors. And the results exceeded all expectations. The campaign reached over 20 million readers through earned media, with coverage in every major media outlet in Finland.
We’re deeply grateful to the agency for their courage in embracing a hopeful narrative—demonstrating a profound understanding of MIELI ry’s values and communication style. Together, we reached donors in a way that was true to who we are. We achieved our financial goals and stood out in a crowded landscape of charitable organizations.
– Katri Korpinen, Campaign Manager of MIELI Mental Health Finland
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