Trashed Posters Draw Attention to Role of Journalism in Safeguarding Finnish Democracy

The News Media Finland has launched a campaign in the Finnish capital Helsinki using deliberately trashed posters inside billboards to depict the world without truthful journalism. The poster 'Don't Trash Your View of the World' demonstrates what happens to our perspectives in a world without reliable information. 

Trashed posters have caught the attention of passers-by in the streets of Helsinki. The posters display a demonstration of a narrowed worldview caused by consuming only information that reinforces one's own bubble. The campaign by the News Media Finland highlights the significance of journalism for societal structures and democracy. 

Journalism is at risk in a polarised world where freedom of speech and journalism are already being restricted in various countries. Finland ranks among the top countries in press freedom, media literacy, low corruption, and also as the world’s happiest country for several consecutive years. These factors have a strong connection. 

Although, in recent years, Finland's ranking has taken a downward turn in international comparisons measuring press freedom and the state of journalism. Diverse, reliable, and independent media ensure citizens' access to information, enable functioning democracy, and strengthen resilience against disinformation. The News Media Finland takes a stance with a convention-breaking outdoor campaign that emphasises the importance of defending the role of independent media. 

"Democracy must be continuously built and protected, and this holds true for Finland as well. Press freedom and reliable journalism are essential for democracy. Therefore, the critical societal role of journalism and information literacy should be emphasised more in society in general and particularly in education," says Jukka Holmberg, the CEO of the News Media Finland. 

The campaign has been created by United Imaginations, the branding and communications agency of the News Media Finland. 

“It is intriguing to utilise surfaces that people encounter in their daily life in a new way to draw attention to something that affects each one of us. One image and a simple measure – crushing – tells a powerful story at one glance. The trashed globe is a striking visual that forces the passer-by to reflect on its deeper meaning”, says Jyrki Poutanen, the CCO and founding member of United Imaginations. 

The ongoing campaign 'Don't Trash Your View of the World' by the News Media Finland encourages people to broaden their perspective and understanding of the world through journalism.