Goals and objectives
UPM is one of the most prominent forest industry companies in the world. In 2023, they teamed up with Sanoma to capture the attention of young, sustainability-minded city-dwellers and position themselves as a thought leader in sustainability matters.
With this campaign, UPM wanted to ask their target group for their thoughts on the future and act as an amplifier for their voices. The company wanted to show Finnish people that their opinions matter, that large corporations like UPM do listen to them, and to give readers food for thought.
Building a positive image of UPM as a responsible company was at the heart of the campaign.