The words we use shape the world we live in. Approximately 80% of the words in Finnish language originate from other languages. But when it comes to equality, our language has an advantage: a gender neutral personal pronoun, hän. We built Hän into a symbol of equality. In our campaign for Finland Promotion Board, Finland thanked other countries for the words we’ve gotten from them to build and enrich our language. To show our gratitude, we gave the world one word in return: Hän – An inclusive personal pronoun for equal opportunity.
Our campaign consisted of an international outdoor and social media campaign, a film and events hosted by Finnish embassies. We also created Hän Honours for Finnish embassies to give to local organisations, people and communities for efforts towards a more equal society.
Hän won the Grand Prix in Grafia’s Best Finnish Creative Design in September 2020.
Read more about Hän.
My role: Lead Creative & Art Director
Agency: Miltton Creative
Photography: Sofia Okkonen / Duotone
Styling: Ines Kalliala
Film production: Videolle
Director: Finn Andersson
Brand Film Music: Ringa Manner & Samuli Kukkola