RAY is a completely unique gambling system in the world that donates all profits to the well-being of citizens. It has been a cornerstone of Finnish well-being since 1938. Finns had forgotten RAY’s significance to society. The campaign had significant challenges in its marketing and influence. Statistics on the acceptability of gambling had been on a steady decline since the year 2003. Marketing procedures had not achieved visible positive effects on the acceptability of gambling and its image in over a decade. The core target group of the campaign felt that gambling had become an even more despicable pastime. The campaign aimed at achieving broader acceptability of gambling in the entire population. Occasional gamblers and individuals gambling elsewhere were considered an especially challenging target group. An increasing amount of Finns gamble on foreign casino sites and simultaneously, an increasing number of people regard gambling despicable. All this reduces RAY’s income.

The campaign started by asking what real people in Las Vegas thought about a system where all the gambling profits are given to charity.

In the following campaign phase, the contradiction was brought to Finland. For this purpose, a fictitious Las Vegas millionaire was created and brought over to wonder at the Finnish gambling system. Through foreign eyes, the millionaire, a.k.a. “Richard Diamond”, got acquainted with RAY's supported aid organisations, and at the same time, opened the eyes of Finnish people to the greatness of our own system.

The year-long campaign was comprised of 19 films, several social media advertisements that were optimised weekly, and dozens of printed materials. We also got on more than 12,000 slot machine displays and the campaign was implemented in more than 100 gaming halls around Finland. The campaign was also visible at Casino Helsinki, ray.fi and on the ad surfaces of partner companies.