The campaign features social media influencers Molybros, Nuppu Oinas and Weksi. You can find their campaign-related videos on their own social media channels. Additionally, Iba and Keinaan are the face of the campaign on HSL’s media channels.
According to the feedback we have received, the material presented on the digital screens inside our vehicles did not clearly enough convey the message and context of the campaign. There were people who felt that the material was racist.
Based on the feedback, we decided to remove the ads from the digital screens temporarily. The ads were edited to better highlight the fact that Iba and Keinaan are social media influencers who, together with HSL, want to share the core message of the campaign with young people and who also oppose the use of fake tickets. The material has now been returned to the digital screens.
The campaign has not been altered in any way on other media channels. Moreover, at no point have we stopped our cooperation with Iba and Keinaan. On the contrary, we are happy to have them in our campaign.
“The campaign has sparked a wide-ranging discussion about an important topic. We wish to actively engage in this discussion. We listen and learn and continue to develop our own operation,” says Jenni Vuorio, Communications Manager at HSL.
The campaign will run from August to September.