This Finnish Agency Kicks Open Industry Door to Underrepresented Young People

Finnish creative agency SEK launches MadWe trainee program to make the field an attractive option for young people of underrepresented backgrounds.

The campaign plays on the well-known phrase 'to get one’s foot in the door' to reach potential trainees. Brightly painted shoes are placed near school doors and shopping mall entrances in Helsinki, portraying taking steps towards the door. Inside the shoe there is an QR code to an application site.

“The MadWe trainee program is one of our ways to keep the door open to diverse talent. People from underrepresented backgrounds often face significant, inequitable barriers when entering the Finnish job market. Through this program, we want to do our part in breaking down these barriers and encourage people to apply. Everyone should be able to envision themselves working and being represented in our industry”, says Suvi Lähde, executive creative director of SEK.

A case for people is a case for the business

SEK has actively challenged the power structures within the Finnish creative industry. For the past seven years, SEK ran a MadWomen -campaign, an initiative designed to foster networking opportunities and increase dialogue across industry boundaries. 

Beginning from Mad Women, the initiative grows and broadens into MadWe. In March 2024, SEK conducted a workshop for the youth, which sparked the idea for the new trainee program.

“The case for equity is clear. Besides improving employee well-being, uplifting teamwork and the ability to innovate, according to studies [1], even just one team member representing a minor demographic can significantly increase the team's understanding of a target audience”, says Sonja Pihkala, business director of SEK.