The Challenge

The extensive collective bargaining negotiations of Spring 2022 were predicted to be difficult, so it was important to make the members of Trade Union JHL’s professional groups visible in the media and society.

The Idea

By removing the workers from the campaign materials, we made the audience think more deeply about their own attitude towards the professionals represented by JHL. When we added the familiar phrase that exudes indifference, "Kyllä joku hoitaa" to this strongly visual implementation, the campaign became a more personal and thought-provoking.

The Results

Overall, the campaign was very successful. By June, JHL had gained over 12,000 new members, which is triple the number compared to the same period the previous year. Of the new members, 45% were under the age of 35, so the campaign worked exceptionally well in the chosen target audience of 18-30-year-olds.

Our goal of building JHL's brand image and increasing its awareness was also achieved as expected.