Executive summary
The Helsinki Pride campaign aims to raise awareness and spotlight issues important to the LGBTQIA+ community, both within the community and among the wider public. The campaign takes place during Pride Week in July.
Helsinki Pride 2024
Sending peace and hope
In the summer of 2024, Helsinki Pride spread messages of peace and hope to all who needed them. The week kicked off with the Mayor of Helsinki delivering a declaration of Pride Peace.
The campaign had three key themes: peace to grow, peace in conflicts, and hope.
Both peace and hope need space in our society more than ever.
At the heart of the campaign was the idea of Helsinki Pride acting as a embassy – a place where travelers can find safety and support. After all, the role of embassies is to promote the interests and awareness of the states they represent. This inspired the creation of the Embassy of Peace and Hope.
So, what is Pride’s own embassy like? It’s not confined to a physical location; instead, it extends wherever it’s needed. It has its own ambassadors, location, and media channels through which it conveys its message.
Actions of peace and hope
As per usual in Helsinki Pride’s campaigns, the channels of the campaign were outdoor advertising, radio, and social media, but we also introduced entirely new elements.
Messages of peace and hope appeared on social media, led by Peace and Hope Broadcasts hosted by influencer and comedian Laura Haimila.
At the start of Pride Week, the Mayor of Helsinki proclaimed the city’s first-ever declaration of Pride Peace.
The Embassy Comes to Life
And since every embassy needs ambassadors, a group of individuals who have made significant contributions to the community were invited to serve as Ambassadors of Peace and Hope: Marja-Sisko Aalto, Natalia Kallio, Janne Puhakka, Dakota Robin, and Lola Lorenzo.
The campaign’s emblem was designed to convey peace and hope. In the images, a holographic aura glows behind each ambassador, symbolizing both the sending and receiving of peace and hope.
Main messages
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Peace to grow
Because growing up shouldn’t mean feeling broken.
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Peace in conflicts
Because in conflicts, minorities are even more vulnerable.
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Hope
Because everyone deserves to feel the power of community.
Peace and Hope Broadcasts in social media
- As part of the campaign, a series of organic social media videos was created and shared on Instagram Reels and TikTok. This was the first time that social media was used this way in Pride’s campaign.
- The concept aimed to bring the Embassy of Peace and Hope closer to the community while also extending the campaign beyond the Helsinki area.
- The broadcasts were presented in the form of light-hearted and humorous, yet informative, “news” segments.
- The series began at the start of Pride Month, building momentum and anticipation leading up to Pride Week. The broadcasts were hosted by influencer and comedian Laura Haimila.
- A total of 10 episodes were produced, receiving particularly positive feedback on Instagram Reels.
Working with Miltton’s team went seamlessly from start to finish.
What made the collaboration special was the team’s strong expertise in LGBTQIA+ themes and their comprehensive approach to the campaign as a whole.
Annu Kemppainen
Executive Director, Helsinki Pride -community
The whole purpose of Miltton is to empower changemakers and that is what we truly did in this project. Changing the world for the better, for everyone.
Panu Mäenpää
Director, public affairs Miltton Finland
Contact us
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Panu Mäenpää
Director, public affairs Miltton Finland +358 503 011 332 panu.maenpaa@miltton.com
Iris Nevanlinna
Director, commercial services Miltton Finland +358 405 779 229 iris.nevanlinna@miltton.com
