It’s a prime example of life being unfair: you have a really good cause to promote, but jazzing it up to appeal to media and the wider audience can be sooo hard.
Congratulations, then, to those behind a Finnish campaign to highlight and help the plight of migratory fish, that will see grocery firm K Group join forces with WWF.
“K Group and WWF Finland will jointly map different parts of Finland to find obstacles in migratory fish spawning grounds and in a spirit of cooperation with local landowners, local K-retailers and volunteers make the spawning grounds once again accessible for fish. The aim is to generate more awareness of and discussion about Finland’s endangered migratory fish populations”.
All of which seems destined to meet that same wowless factor fate, until you read that the campaign slogan is ‘Kuteminen kuuluu kaikplle’, and even more exciting in its English form – ‘Mating Belongs To All’.
Now you’re talking.
I’m in no position to prognosticate on the fate of Finland’s migratory fish, but I can hazard a more qualified guess that if the campaign starts pitching Mating Belongs To All sweatshirts to the nation’s young adults, it may not lack for funding.