Goals and objectives
SKiB, or Svenska Kulturfonden i Björneborg (Swedish Culturefund in Pori), is a foundation focusing on life-long learning, well-being and the richness of language. As Finland is a bilingual country, with both Finnish and Swedish being official languages, this is especially important.
The foundation, based on the western coast of Finland in the city of Pori, has a history of over a hundred years. They maintain a day care, a primary school, a secondary school as well as services of senior living. SKiB is focused on bringing up the students in their learning institutions to be bilingual, active citizens while at the same time supporting local culture and encouraging seniors to live active and social every-day lives.
The goal of this campaign was to combat persistent negative preconceived notions about the foundation and their bilingual activities carried out in Swedish. The goal was to raise awareness of SKiB as an agent of local culture and education and better the brand image of the foundation. With the help of raised awareness, SKiB wanted to recruit new children and employees for the day care center. They wanted to communicate about senior living to possible future residents. By busting prejudices, the aim was to increase the brand value of SKiB and create a change in brand perception: not just for bättre folk, as Swedish speaking people are sometimes referred to, but for all local folk. The main massage of the campaign was to solidify that everyone is welcome in the foundation and its activities!