“Lasten vuoro” adds kids’ voice into the discussions about Finnish working life.
Children are not usually taken into consideration in many walks of the Finnish working life. Our campaign for The Ombudsman for Children in Finland aims to bring children’s voice in the ears of every decision maker in Finnish organizations.
Many sectors of working life in Finland are still struggling with balancing the equation between work and family life. Adults have their outlets for influencing working life: supervisors, employee representatives, unions, social media.
Children’s needs and opinions, on the other hand, are rarely visible at work. Even the children’s barometer tells that children’s matters are usually looked at through the eyes of adults.
Working life can look very different for each family depending on their personal challenges. It was time for companies and organizations to ask themselves, if they have really heard what kids have to say about their parents’ work and what child-friendly work would look like at their workplace.
The UN Convention on the Rights of the Child (UNCRC) states that children should be able to express their views on matters that directly concern them. Children’s voice needed amplification towards Finnish companies.
HOW WE HELPED
The campaign concept “Lasten vuoro” (Kids’ turn) was created to build awareness about family-positive working life in Finland.
Our digital campaign focuses on bringing children’s views about working life to decision makers in Finnish organizations with the help of the client’s vast NGO network and the campaign’s protectors: social media influencers Kaksi Äitiä, actor Jani Toivola ja CEO of Teknologiateollisuus Jaakko Hirvola.
WHAT HAPPENED THEN
The current campaign peaks in social media during The Week of Children’s Rights on week 46. Following our PR work, medias such as Helsingin Sanomat, Aamulehti, Aamuposti Keskisuomalainen, Länsi-Uusimaa ja Keski-Uusimaa have so far shared our important message.
The Ombudsman for Children in Finland
November 14, 2022
This campaign has seized a prominent societal pain point, as children’s views about adult working life have never been presented as widely. The collaboration with Miltton has been smooth and we’ve been happy to work with such a professional team, who share our passion for improving human-centricity in working life. Every decision in the project has been weighed carefully in cooperation.
Jenny Söderman, Communications Coordinator, Office of the Ombudsman for Children
For more information, please contact
Markus Karlqvist Senior Creative Strategist