Winner of Best Communication Strategy - Place Brand, 2021. Entered by Ministry for Foreign Affairs of Finland.

Finland wants to be known for its dedication to equality. This is a value and set of societal circumstances the team at the Ministry for Foreign Affairs of Finland wanted to promote, and also a Finnish asset when it comes to talent attraction. But just telling people ‘Finland is committed to equality’ won’t cut it. Actions are needed to get the message across and to make a difference – and making a difference is what the team was interested in.