It’s Up To You

How can we make healthy choices truly personal and reduce inequality on Finnish plates? In the Ministry of Social Affairs and Health’s campaign, we focused on promoting healthier nutrition by engaging Finns without being preachy, encouraging them to make better choices based on their own circumstances and through the small decisions they make in everyday life.

Our insight

We Finns are known for pushing back when we feel that someone else is trying to dictate our choices. That is why, in the It’s Up To You campaign, we took the opposite approach: we gave people the freedom to decide for themselves what they felt was best, while making sure they had the relevant facts at hand.

Our solution

A project group assembled by the Ministry of Social Affairs and Health, comprising NGOs and subject-matter experts, identified the key target audiences for the campaign at pivotal life stages. The audience strategy was built around these transition points, as people are often more receptive to adopting new habits when experiencing change in their lives. This approach enabled the campaign to reach both a critical share of the population and achieve the greatest possible public health impact.

We developed the campaign’s overarching concept, visual identity, and audience-specific messages based on nutritional facts. Built around positive, thought-provoking communications, the campaign highlighted how everyday choices made by individuals can have a meaningful impact. Activities ranged from podcasts and radio advertising to student channels, digital media, and influencer collaborations.

Our impact

The campaign contributes to the goals of the National health and wellbeing programme, which aims to reduce the burden of diseases affecting the population and gaps in wellbeing, strengthen people’s ability to work and function, and narrow health and wellbeing inequalities. In the long term, the aim is also to reduce the need for social and healthcare services.

Changing eating habits is a long-term effort, and it is difficult to achieve meaningful change through a single campaign. Yet every step and every small change matters. The campaign also placed reducing inequalities on Finnish plates at the heart of its work – and focused on adding more of the good, based on each individual’s own circumstances and choices. The campaign is currently ongoing, with results to be evaluated at the end of 2026.

What we did

Communication strategy
Communication concept
Campaign planning
Visual identity
Art direction
Photoshoot planning
Social media advertising
Out-of-Home advertising
Radio advertising
Influencer marketing