The main target group of the campaign, 16-19 year olds, are not enthusiastic about the brochures. We approached with a Facebook game where the same information can be shared more efficiently. Awareness for the campaign was created with outdoor advertising posters. The campaign received such good results in the follow-up study that the campaign was continued for four years, highlighting different angles.
At the heart of the concept is the faceless mediator of the gray economy. The character reflects how the gray economy has spread to different levels of society. The campaigns also provided advice on how to avoid the gray economy through their own actions. In the implementations, we got a free hand in design and production.
The first three posters of the campaign received an honorable mention at the Vuoden Huiput 2010 and the counterfeit drug infomercial received the gold at the Vuoden Huiput 2014. The targets set for the campaign were exceeded annually.