Coronavirus outbreak has led the world economy into chaos and the ones that are taking the worst hit are small businesses. Times like these demand solidarity and many companies are already stepping up. To do their part in helping small businesses stay afloat, Telia Finland, an ICT & media corporation, gives away their national advertising space. The goal is to help at least 100 companies during the first week of the campaign.
“TBWAHelsinki presented the concept only a few days after the Finnish government set new restrictions regarding the covid-19 outbreak.We decided that it is both our responsibility and at the core of our company values to help these entrepreneurs get back on their feet. We want to do our part in ensuring that businesses and people in Finland are able to get through these hard times.” explains Jari Rapo, Vice President and the Head of Enterprise Business at Telia Finland.
Small businesses are at the center of attention. The campaign is built solely on content that is self-produced by entrepreneurs using remote tools.
“We wanted to keep things authentic and turn the focus on business owners. The campaign went live only five days after the initial idea came about, and due to coronavirus restrictions it was executed without any face-to-face contact with the team or client. Production is still on-going and we work tirelessly to help as many companies as possible” says Markus Nieminen, Creative Director at TBWA Helsinki.
The first phase of the campaign began on March 23, and each week will be dedicated to selected small businesses that have the opportunity to gain visibility on national television, national & local newspapers, social media and Telia’s own website. The campaign will go on for approximately one month. Discussions with other corporations to join the cause are already taking place.