Young people from the age of 15 to 19 use face masks less than is hoped. Coronavirus spreads quickly also in this group. That is why The Cities of Helsinki, Espoo and Vantaa and Omnia, HSL, HUS, and TYKS launch a campaign for young people to encourage them to wear a mask in places where keeping safe distances is not possible.
cannot be lived remotely
The campaign intends to show empathy for young people who are living their youth in these exceptional circumstances. The campaign says that youth cannot be lived remotely, so wearing a mask is important. The campaign hashtag is #maskigäng, which pursues to empathize the young people and their groups of friends.
The basis of the campaign is to understand young people and speak to them in a way that fits them, via other young people, in social media channels where they spend time. The campaign is targeted for 15–19-year-olds and is executed mainly on TikTok, where #maskigäng sound effect encourages young people to wear masks. The sound effect and videos based on the effect are launched via TikTok influencers. Campaign materials can be seen on other social media platforms as well.
The campaign encourages young people to participate
The goal of the campaign is to increase the use of masks. That is why the campaign encourages youngsters to take part in content creation. The aim is to inspire the target group to create their own versions of #maskigäng-videos to TikTok. An important element of the videos is wearing masks with one’s group of friends.
– Friends are super important, and I want to encourage young people to spend time with each other responsibly. Now it is important to take care of ourselves and others. So let’s wear masks and wash our hands to minimize the spread of coronavirus, TikTok-influencer Emilia Hakkarainen says.
Maskigäng campaign can be seen in metropolitan cities from. Adverts are displayed in subway and tram screens as well as in social media channels. The Cities of Helsinki, Espoo and Vantaa and Omnia, HSL, HUS, and TYKS implement the campaign together with change agency Ellun Kanat and TikTok agency Sakea.