Judges noted how PING Helsinki were among the first to launch a campaign in response to the pandemic, paving the way for others
to follow.
The main goal was to provide social media influencers with reliable information from the authorities, encouraging them to share it with their followers. It was also critically important to modify the message and tone of voice in such a way that young people would take it seriously, minimising the tone of official government language.
Using Instagram, TikTok, Snapchat and Facebook, the relevant audience successfully engaged with the campaign.