A music video was produced featuring a throat cancer survivor performing a shocking version of a pop hit adored by the target group (12-17 years). Idea is universally comprehensible and emotionally captivating.

In the music video, the throat cancer survivor performs a cover version of a mega hit song “Heroes (we could be) ft. Tove Lo” by an internationally famous pop idol Alesso, struggles with it--and succeeds with pure determination.

The performance by the throat cancer survivor gives nicotine addiction a voice to remember, not only a sound but also a look that will stay in their heads and affect their decision making when choosing whether to use tobacco products or not.

Recruiting the right talent to star in the video was crucial to the success of the production. The lead subject of the video Ossi Haajanen has sung all his life. Regardless of his deteriorated health, Ossi is still a karaoke enthusiast. The video is Ossi’s legacy to the youth of the world.

The produced video was published online (YouTube) and advertised on social media (YouTube, Facebook, Instagram). Targeted press releases were also sent to promote the video.

In addition, popular national celebrities were used as campaign spokespersons. Spokespersons participated in the press event for the campaign and shared the video online.

The video and the heart-wrenching story of the singing throat cancer survivor immediately captured the attention of Finnish media. The campaign was widely covered in the most read online and offline magazines, and in addition, the campaign was featured in the most watched morning news show on Finnish TV.