CUSTOMER
Emergency Response Centre Agency
YEAR
2026
WORK
Campaigns
Content creation
Social media
Videos
Visual communications & design
112 – Your life, your number. Don’t miss it
The target audience of the 112 campaign in February 2026 was young men. The target audience was not chosen by chance, since according to research and observations by authorities, young men on average face more challenges acting in emergency situations than other population groups. How do you create a campaign on such a serious topic that resonates with young people, so that it feels authentic?
Challenge
112 Day is a nationally significant joint campaign of safety authorities, observed annually on February 11th. Its purpose is to guide people in the correct use of the emergency number, how to act in emergency situations, and how to recognize emergencies.
In recent years, a phenomenon has emerged in which young people take part in dangerous social media challenges. In addition, young people film and share material from accident scenes on social media instead of calling for help. Someone else’s emergency turns into content and entertainment.
The goal of our campaign idea was to make young people stop and reflect on their own behavior in emergency situations.
We tackled this current topic and encouraged young people to call for help instead of filming. Although help is within young people’s reach, phones are often misused in moments of crisis.
The campaign’s goal was to bring the messages of 112 Day to the young men’s target audience in a relatable way that fits into their everyday lives. We made the instructions for correct action visible in young people’s world, through the channels they favor and in their own language. The campaign’s core message was that instead of filming, the most important thing is to call for help.
The chosen campaign slogan, “112 – Your life, your number. Don’t miss it,” supported this message.
Solution
Manifesto was responsible for the comprehensive planning and execution of the campaign, from concept and visual identity design to content production, materials, and paid social media advertising.
At the core of the campaign, we produced three 15-second videos, which we scripted and filmed in late 2025. In the videos, young men encounter three different situations in which they should call the emergency number: a social media challenge, an accident, and bullying.
Alongside the videos, we produced still image material as well as copy texts suited to each situation and the overall campaign. The paid four-week social media campaign ran from January 19 to February 15, 2026, and was targeted separately at young people aged 13–17 and 18–24.
Based on target audience analysis, TikTok and Snapchat were selected as channels, where the content and advertising were designed taking into account the channels’ characteristics and young people’s media use.
We also produced materials in line with the campaign look for the organic social media and digital communications of the Emergency Response Centre Agency’s partner organizations.
In addition, we created a 112 lesson for free use by educational institutions, in which two emergency response center dispatchers guided students in the correct use of the emergency number according to the campaign’s themes. The lesson was also built as part of the same creative concept and visual entity, so that the campaign’s message extended directly from young people’s social media channels into schools.
Results
The campaign results show that a serious safety topic can be communicated to young people in their own language and through their own channels without the message losing its weight. The approach targeted at young men succeeded both in reaching and in activating the target audience.
The concept spread widely beyond the paid advertising. The materials produced for the Emergency Response Centre Agency’s partner organizations carried the message further into their own channels, and the 112 lesson brought the theme directly into educational institutions. Numerous partner organizations shared the Emergency Response Centre Agency’s content, and lessons were held in several schools around Finland. The 112 lesson was also viewed more than seven hundred times on YouTube.
“Based on the results, I can say that the ad materials succeeded in speaking to young people in a way that felt genuinely relatable to them. Content built around young people’s language, relatable actors, and everyday situations was credible and evocative.
In social media marketing, depicting emergency situations is challenging, but Manifesto pulled this off beautifully through sound design alone. The whole package was high-quality and cohesive. A comment from an emergency response center dispatcher sums up the feeling: “This is honestly the first social media campaign I found myself staring at open-mouthed. Quality work, and nothing overdone.”
112 Day has been observed in Finland since 1998. This campaign aimed at young men has, so far, been the most impactful in terms of results. We succeeded well in defining the target audience and choosing the right channels.”
– Katri Kalliomäki, Communications Specialist, Emergency Response Centre Agency
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