Poverty is a growing problem also in Finland. Without a media budget, The Salvation Army Finland launched the new “Help People” fundraising campaign in the summer of 2017. The campaign featured photographs of former President of Finland Tarja Halonen and former CMO of Rovio Entertainment Peter Vesterbacka as homeless persons. Campaign also had TVC, “Two stories”. The photos had an incredible impact. The campaign became headline news in all the key Finnish media outlets.