TV film to promote the renewed brand purpose

In 2020 Yle renewed its strategy. Yle’s purpose is to increase our understanding of each other and the world, and strengthen Finnish society and culture. Based on our strong values we work towards the next hundred years of public service media, and make sure the renewal of Yle is shared by all and unique for everyone. To promote our strategy and mission we launched a brand campaign showing our value to people every day. At the heart of this campaign was a brand film directed by Mika Kurvinen and guided by different Yle voices following a diverse group of people throughout their normal day. Through the film we wanted to show that we are very present in all people’s lives and cater different needs, something that only a public service media is able to do. We for example use both of the country’s two official languages (Finnish and Swedish), while also providing services to the Sami people, as well as other minorities and special groups. While communicating our common value to all Finns, we also wanted to strenghen the perception of being close and important to everyone. As we state it in our strategy and new company slogan: For all of us, for each of us. Kaikille yhteinen, jokaiselle oma. Based on the campaign analysis and recent brand surveys, we are on the right track.

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