Goals and objectives
Vitun ruma (free translation in English “Ugly as Fuck”) is a book written by Katri Norrlin and Nelli Kenttä, and its aim is to get the readers to question the beauty ideals originating from social media and be more forgiving to themselves. Vitun ruma was published in June 2021 by a Finnish publisher Into Kustannus.
This campaign had two objectives:
1) before the book launch: to gather material for the authors for their book.
2) after the release of the book: increase people’s awareness of the book and boost its sales.