‘Hän’ campaign wins Grafia’s Vuoden huiput Grand Prix Award
Finland Promotion Board’s ‘Hän’ campaign won the Grand Prix Award for the greatest marketing achievement of the year 2019 and the Gold Award as the best entry in the text series in the competition Vuoden Huiput
The Department for Communications of the Ministry for Foreign Affairs launched the campaign in collaboration with Consultancy Agency Miltton in 2019. Its aim is to tell the story of Finnish equality and to open discussion about the importance of non-discrimination as a power that transforms societies.
“The greatest marketing achievement of the year does not sell, declare or preach anything. However, it gives a lot to the world. The three letters chrystallise the content of Finnish equality; ‘hän’ refers to every individual who has the right to decide about their own life, to go to school, to cast their vote, to advance as far as to top positions in state leadership. Every president and prime minister can be called ‘hän’. In Finland, you, I – and ‘hän’ are all equal. The gender-neutral pronoun covers everybody. This if anything deserves a prize,” said Chief Judge of the competition Jyrki Poutanen.
“Finland is full of stories, let's spread the word about them around the world. For people in Finland, ‘hän’ represents equality. Our missions abroad have told about ‘hän’ in their host countries and the campaign has received much attention. Our ‘HÄN Honours’ were particularly well received around the world. ‘HÄN Honours’ is a way to express gratitude for the work done to support equality and non-discrimination in the world. We are building a more equal future together,” said Laura Kamras, Director of the Unit for Public Diplomacy at the Ministry for Foreign Affairs.
Vuoden Huiput is an annual competition for graphic designers, organised since 1980 by creative designers’ non-profit organisation Grafia. Due to the coronavirus situation, the prizes were awarded at a virtual gala, held on 17 September 2020.