The sound of an air raid siren is horrible. Especially for children. It’s a warning of impending doom. A trigger for terror. For UNICEF Finland, it’s a wake-up call to Finland, that the country needs funds to help children suffering from the war in Ukraine, that has dragged on for years and lost its position at the forefront of the news cycle.
UNICEF Finland is bringing Ukraine’s air raid alerts in real time to almost all outdoor advertising screens in Helsinki. About 20 air raid sirens every day.
“Finns have donated to support Ukraine in record numbers, but as the war drags on, the enthusiasm for donations has waned, even though the bombings have in many places only intensified. Children are being killed and injured every day; they are traumatized and exhausted. UNICEF provides children with protection, mental health services, and psychosocial support. We support safe education and daycare by building bomb shelters. The years of war have also caused a learning gap that could have a major impact on Ukraine’s future,” stated Laura Helaniemi, director of marketing and communications at UNICEF Finland.
With donated funds, UNICEF secures, among other things, child protection, access to clean water, healthcare, education, and mental health services for children in Ukraine.
The alert data used covers air raid alerts in Ukraine’s six most populous cities and originates from Ukraine’s official Air Alarm app. When an air raid alert starts, the outdoor advertising screens immediately display a message stating that an air raid alert is currently in effect in Ukraine. The screens also show a MobilePay number through which people can, if they wish, donate to help the children of Ukraine.
Almost all of Finland’s major outdoor advertising operators are participating in the campaign free of charge, including Bauer Media Outdoor, JCDecaux Finland, Mediateko, Ocean Outdoor and Outshine.
“It is striking to see how outdoor advertising can deliver a message that reminds us both of humanity and the power of technology. It is wonderful that all the largest outdoor media companies are united for a good cause,” stated Nina Myllyharju, head of marketing and communications at Bauer Media Outdoor.
“This campaign offers a great opportunity to use digital outdoor advertising to support an important cause. The visual and technical solutions have been harnessed to advance a shared goal in a truly unique way,” added Peter Green, designer at the SipuliGroup collective behind the campaign’s technical implementation.
In Ukraine, more than two million homes have already been destroyed, and families have been forced to flee. In addition to homes, schools, hospitals, daycare centers, and heating systems lie in ruins. The years of war have also created a massive gap in children’s education and raised child poverty to alarming levels.
With the support of UNICEF and its donors, between 2024 and 2025 nearly 5.8 million Ukrainians have gained access to clean water, and more than 5 million children and women have received healthcare services. In addition, almost 3 million people have received mental health support amidst the war, and more than 1.45 million children have returned to education.
