{"id":4895,"date":"2023-09-05T12:43:56","date_gmt":"2023-09-05T12:43:56","guid":{"rendered":"https:\/\/spoon.se\/case\/changing-young-swedes-image-of-finland\/"},"modified":"2025-11-14T11:06:22","modified_gmt":"2025-11-14T11:06:22","slug":"changing-young-swedes-image-of-finland","status":"publish","type":"case","link":"https:\/\/spoon.se\/en\/case\/changing-young-swedes-image-of-finland\/","title":{"rendered":"Changing young Swedes\u2019 image of Finland"},"content":{"rendered":"
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How the Finnish Embassy reached out to young people on TikTok and YouTube<\/h2>\n
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Can you talk about topics like AI, source evaluation and EQ with young audiences on TikTok and YouTube and get the desired results?<\/span> Absolutely. As long as the content is adapted to suits the audience \u2014 and the platform. <\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n

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The challenge <\/h2>\n

The Finnish Embassy<\/span> in Stockholm wanted to change young Swedes’ perception of Finland so that they would start recognizing the country as a leader in subjects like AI, source evaluaton and emotional intelligence. But how do you get young audiences on TikTok and YouTube to stop and take notice? <\/p>\n<\/div>\n <\/div>\n\n

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The insight<\/h3>\n

Instead of having the embassy talk about how good Finland is in all these fields, we knew it would be more effective if the message was conveyed by someone closer to the target audeinces’ own age. Since AI, source evaluation and EQ are actually topics that young Finns learn about in school, we created the campaign “Finnish Standard”, based on the principle of “show don\u2019t tell”. <\/p>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n

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