Agency, United Imaginations, and The News Media Finland have launched a series of billboards across Finland capital, Helsinki, that contain trashed posters. The posters are being used to depict the world without truthful journalism. The outdoor campaign, Don’t Trash Your View of the World, by the News Media Finland, demonstrates what happens to people’s perspectives in a world without reliable information, highlighting the significance of journalism for societal structures and democracy.

Journalism is at risk in a polarised world where freedom of speech and journalism are already being restricted in various countries. Finland ranks among the top countries in press freedom, media literacy, low corruption, and also as the world’s happiest country for several consecutive years. These factors have a strong connection. In recent years though, Finland’s ranking has taken a downward turn in international comparisons measuring press freedom and the state of journalism. The News Media Finland campaign highlights the importance of diverse, reliable, and independent media to give people access to the information that enables democracy to strengthen and strengthens resilience against disinformation.

“Democracy must be continuously built and protected, and this holds true for Finland as well. Press freedom and reliable journalism are essential for democracy. Therefore, the critical societal role of journalism and information literacy should be emphasised more in society in general and particularly in education,” stated Jukka Holmberg, chief executive officer of the News Media Finland.

“It is intriguing to utilise surfaces that people encounter in their daily life in a new way to draw attention to something that affects each one of us. One image and a simple measure – crushing – tells a powerful story at one glance. The trashed globe is a striking visual that forces the passerby to reflect on its deeper meaning,” added Jyrki Poutanen, chief creative officer and founding member of United Imaginations.