The “Muutostöissä” campaign, led by social media influencers, aims to awaken awareness for the possibilities of a culturally diverse working life

A change in attitude is necessary and the responsibility belongs to everyone in the workplace.

This shift in mindset is required to ensure Finnish working life remains competitive and achieves cultural equality. The "Muutostöissä" campaign, starting on the 5th of September, will bring attention to the barriers that hinder a culturally diverse working life: ignorance, biases, and beliefs.

The goal of this social media influencer campaign is to address everyone in the workplace and foster an open attitude toward cultural diversity.

In the "Muutostöissä" social impact campaign, the initiators of the discussion are 20 social media influencers from various cultural backgrounds living in Finland. The campaign's financing is provided and supported in communication by over 20 organizations, including cities, educational institutions, NGOs, and significant players in the labor and business sector. The campaign's designer and coordinator is PING Helsinki, an influencer marketing agency specializing in social impact. The societal influence consultant for the campaign is Wanda Holopainen from Ataá Agency.

From multiple channels, from several different perspectives: this is how we tackle change

The influencers taking part in the "Muutostöissä" campaign offer personal experiences from varying backgrounds: job seekers, workers, and employers. The themes the campaign influencers will highlight include cultural literacy as a modern work-life skill, cultural realities in Finnish working life, and daily life as a job seeker, employer, and entrepreneur with a diverse background. The campaign channels include Instagram, TikTok, Facebook, and YouTube. Campaign content will be published on various social media channels during September.

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In the picture left to write, three influencers of the Muutostöissä-campaign: Jasmin Ngo, Aishah Muhammed and Dave Cad.

Campaign partners:

• City of Vantaa
• City of Oulu
• City of Espoo
• City of Helsinki
• City of Tampere
• City of Turku
• City of Kouvola
• Helsinki Region Chamber of Commerce
• Keuda Vocational Education and Training Provider
• Haaga-Helia University of Applied Science
• The Finnish Pension Alliance Tela
• Technology Industries of Finland
• Service Sector Employers Palta
• The Finnish Confederation of Professionals STTK
• The Confederation of Unions for Professional and Managerial staff in Finland Akava
• Finnish Education Employers Sivista
• Trade Union Pro
• Trade union for academic engineers and architects in Finland TEK
• The Finnish Business School Graduates Suomen Ekonomit
• The Shortcut
• International Professionals Finland
• International Working Women of Finland
• MONIKA Multicultural Women's Association, Finland

Influencers of the campaign:

• Mixed Finns
• Almost Finns
• Hidasta elämää
• Tiedenaiset
• Diana Rantamäki
• Jasmin Hamid
• Makwan Amirkhani
• Jasmin Ngo
• Miisa Nuorgam
• Khaled Aziz
• Rodanny Mua
• Aishah Muhammed
• Jasmin ja Tuomas Timisjärvi
• Jenny Belitz-Henriksson
• Inari Fernandéz
• Laura Roca
• Dave Cad
• Josh Western
• Tuomo Kasanen

More information:
Sanni Ryhänen, Senior Adviser, [email protected]
Varpu Rusila, Senior Strategist, Ping Helsinki, [email protected]

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