Firmly on the
fairer side

In the 2025 municipal and county elections The Social Democratic Party of Finland (SDP), wanted to show that there is always an alternative way to run our shared affairs. Our task was to find a theme that could carry in the moment and build a national election campaign concept and rollout that made the alternative understandable, distinctive and easy to grasp.

Our insight

In politics, you do not win by explaining more. You win by distilling better. A party’s alternative must be communicated in a way that people can recognise it in their own everyday lives. At the heart of the campaign concept, we found a practical, striking idea and a theme strong enough to carry: fairness is not the opposite of responsibility. It’s humane politics with reason built in.

Our solution

Based on our finding, we built SDP’s national campaign concept and media rollout for the 2025 municipal and county elections. The campaign’s main message became Everything can be done more fairly.

The message brought together justice and responsibility in a way that spoke to both reason and emotion. It worked as the campaign slogan in election advertising, in candidates’ speeches and across campaign channels. We scaled the message by showing what fairness means in Finnish everyday life: in services, decisions and the daily lives of people.

Our impact

SDP held the lead throughout the campaign, and the message was well received both in the field and among election experts.

SDP received 23 % of the national vote in the municipal elections and 22.5 % in the county elections. This meant 122,080 more votes than in the previous municipal elections and 83,526 more votes than in the previous county elections.

The historic result gave SDP its first municipal election victory in more than twenty years. The new thinking is also visible in SDP’s renewed visual identity.

What we did

Communication strategy
Concept design
Campaign planning
Marketing concept
Art direction