Bad luck can happen to anybody. The Salvation Army shows no condescension towards those being helped or point fingers at them. This idea was dramatized by photographing two well-known figures as homeless persons. Former President of Finland Tarja Halonen and very well-known former CMO of Rovio Entertainment Peter Vesterbacka got on board the campaign.

The press conference was held and the bulletins were sent on 20 June 2017. From this date on, all of the main media outlets in Finland made the campaign their headline news. In particular, the media was attracted by President Halonen appearing in the role of a homeless person. This is the first time that a former head of state has made such a striking contribution to the issue of helping people in need. The campaign also spread organically like wildfire in social media.

By the end of the year, the campaign had raised € 1 920 320 in funds. This is a record result. The new and unknown fundraising campaign concept also outperformed the traditional Christmas Kettle 2016 campaign in terms of funds raised. The campaign gained the most earned media value in Finland in 2017. In total, the value of all earned media in Finland was circa € 500 000. News about the campaign also spread to other countries. On social media, the campaign spread at a record pace. This resulted in the highest amount of social media reactions in the history of The Salvation Army in Finland. Facebook: 2 575 posts and over 50 000 reactions. Twitter: #autaihmistä (Help People) was the third highest trending hashtag in Finland between 20–22 June.

The campaign was held only in Finland (population 5.5 million).