Keys for Peace
Summary: CMI receives more requests for peace mediation than it can handle. The organisation wanted to increase the number of donations and thereby grow its resources for peace mediation. However, the organisation’s low awareness made it difficult to contact companies and secure partners. This led to the creation of the Keys to Peace initiative, where CMI’s innovative use of media brought enormous visibility to the message without paid media. Thanks to the campaign, which became a phenomenon, individuals and organisations began to donate to CMI in large numbers.
Remarkable commercial results by mainly using earned media which was based on media innovation.
Lead Agency(s): TBWA/Helsinki
Contributing Agency(s): Def Agency
Client / Brand: CMI – Martti Ahtisaari Peace Foundation
Effie Award(s): Gold
