Espoon kaupunki - Esbo stad

Youth cannot be lived remotely and that is why Maskigäng-campaign in TikTok encourages young people to wear face masks

Share

The Cities of Helsinki, Espoo and Vantaa and Omnia, HSL, HUS, and TYKS launch a campaign for young people to encourage them to wear a mask in places where keeping safe distances is not possible.

Coronavirus cases spread in Finland, and the Finnish Institute for Health and Welfare has given the recommendation to use face masks in situations where keeping safe distances is impossible. The Cities of Helsinki, Espoo and Vantaa and Omnia, HSL, HUS, and TYKS have noticed that especially young people from the age of 15 to 19 use face masks less than is hoped, and coronavirus spreads quickly also in this group. That is why the organisations decided to club together and launch a campaign that encourages people to wear masks during the pandemic.

Youth cannot be lived remotely

The campaign intends to show empathy for young people who are living their youth in these exceptional circumstances. The campaign says that youth cannot be lived remotely, so wearing a mask is important. The campaign hashtag is #maskigäng, which pursues to empathize the young people and their groups of friends.

– Ranting or haranguing about recommendations is not an effective way to reach young people or change their behaviour. That is why the campaign is based on letting young people to live their youth and not forbid it. We agree with young people that youth cannot be lived remotely but it can be lived responsibly by taking care of one’s own and others safety, Harri Rinta-aho, the Head of Education and Cultural Services of the city of Espoo tells.

The basis of the campaign is to understand young people and speak to them in a way that fits them, via other young people, in social media channels where they spend time. The campaign is targeted for 15–19-year-olds and is executed mainly on TikTok, where #maskigäng sound effect encourages young people to wear masks. The sound effect and videos based on the effect are launched via TikTok influencers. Campaign materials can be seen on other social media platforms as well.

– Major parts of the campaign are humoristic TikTok-videos that encourage people to wear masks. We wanted to do something different and break images of traditional ways authorities use to communicate. That is why we gave influencers freedom to create their own videos in creative ways, Rinta-aho continues.

The campaign encourages young people to participate

 

The goal of the campaign is to increase the use of masks. That is why the campaign encourages youngsters to take part in content creation. The aim is to inspire the target group to create their own versions of #maskigäng-videos to TikTok. An important element of the videos is wearing masks with one’s group of friends.

 

 

– If we can inspire friend groups to take part in the campaign, we will hopefully inspire them to wear masks in other situations too. Goal is to change young people’s opinions about wearing masks into something that is cool and admired, Rinta-aho explains.

– Friends are super important, and I want to encourage young people to spend time with each other responsibly. Now it is important to take care of ourselves and others. So let’s wear masks and wash our hands to minimize the spread of coronavirus, TikTok-influencer Emilia Hakkarainen says.

Maskigäng campaign can be seen in metropolitan cities from 16th of November. Adverts are displayed in subway and tram screens as well as in social media channels. The Cities of Helsinki, Espoo and Vantaa and Omnia, HSL, HUS, and TYKS implement the campaign together with change agency Ellun Kanat and TikTok agency Sakea.

More information about the campaign:

hus.fi/en/maskigang

 

#Maskigäng-videos on TikTok:

TikTok / Maskigäng

Keywords

Contacts

Media enquiries
Susanna Nikko
Communications Manager, Education and Cultural Services, Espoo
p. 050 551 7118
susanna.nikko@espoo.fi

Images

Links

About Espoon kaupunki - Esbo stad

Espoon kaupunki - Esbo stad
Espoon kaupunki - Esbo stad
PL 1 / PB 1
02070 ESPOON KAUPUNKI / ESBO STAD

+358 9 816 21http://www.espoo.fi

A networked Espoo comprising five city centres will be a pioneering responsible and humane city that is a good place to live, learn, work and do business in and where residents can have their say in matters.

Facebook

Twitter

Subscribe to releases from Espoon kaupunki - Esbo stad

Subscribe to all the latest releases from Espoon kaupunki - Esbo stad by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Espoon kaupunki - Esbo stad

Esbogymnasier utnyttjade virtuell verklighet i undervisningen1.12.2020 11:16:47 EETTiedote

De studerande i gymnasierna Otaniemen lukio och Etelä-Tapiolan lukio i Esbo har skapat innehåll inom virtuell verklighet (VR) som en del av sina studier. Samtidigt har deras lärare utnyttjat en VR-plattform i undervisningen. Gymnasierna samarbetade med Esbo stadsmuseum inom ramen för ett försök som genomfördes mellan februari och oktober 2020. Med hjälp av försöket utvärderades de möjligheter som virtuell verklighet kan erbjuda i undervisningen.

Espoolaiset lukiot hyödynsivät virtuaalitodellisuutta opetuksessa1.12.2020 10:56:13 EETTiedote

Espoon Otaniemen ja Etelä-Tapiolan lukioiden opiskelijat ovat laatineet virtuaalisen todellisuuden sisältöjä (VR, virtual reality) osana opintojaan. Samaan aikaan heidän opettajansa ovat hyödyntäneet VR-alustaa opetuksessa. Lukiot tekivät yhteistyötä Espoon kaupunginmuseon kanssa kokeilussa, joka toteutettiin helmikuun ja lokakuun 2020 välisenä aikana. Kokeilulla arvioitiin virtuaalitodellisuuden tarjoamia mahdollisuuksia opetuksessa.

In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.

Visit our pressroom