Raised by Nature / Luonnon kasvattamat communications
COMMUNICATIONS STRATEGY | MEDIA RELATIONS | ART DIRECTION | CAMPAIGN DESIGN | GRAPHIC DESIGN
At South-Eastern Finland University of Applied Sciences (Xamk), I led the communication of evidence-based nature guidance materials for healthcare professionals and families, receiving highly positive user feedback.
Supported the adoption of nature-based guidance in maternity and child health services, with Eloisa becoming the first wellbeing services county in Finland to implement the guidance. The material is free for use to other Finnish wellbeing services counties as well.
Generated substantial national media visibility for the guidance materials following their release in July 2026, resulting in over 50 media mentions across leading Finnish outlets including Helsingin Sanomat, Yle, Maaseudun Tulevaisuus, and Lääkärilehti. Several other media outlets and social media accounts have also mentioned the initiative, including YleX Morning and The Finnish Association for Nature Conservation (Suomen Luonnonsuojeluliitto).
Successfully directed the visual concept, art direction, photography, and design of project materials, ensuring a cohesive and engaging visual identity across printed and digital channels.
Successfully launched the nationwide Raised by Nature digital campaign on a highly limited marketing budget, reaching over 100,000 people, generating more than 855,000 ad impressions, and driving over 9,200 link clicks across digital channels.
Achieved exceptional campaign performance, with a 3.4% CTR on Meta and a 0.42% CTR in Sanoma Media, significantly outperforming industry benchmarks.
Increased awareness and visibility of nature-based guidance through strategic communications, media relations, and stakeholder engagement activities.
Photos on the guidebook: Pihla Liukkonen / Kontrastia