The movement initiated by Suomalainen Kirjakauppa brought almost 40 organisations and hundreds of people together to support the common goal of wellbeing and mindful ways to live. Drama Queen was behind the initial concept and execution of marketing communication.
Suomalainen Kirjakauppa took note of the alarming decline in literacy and ability to concentrate that affect Finns of all ages. The solution was not so hard to find, as they’re all about encouraging people to read and to enjoy living life in the present.
With Drama Queen’s innovative and inspiring communication concept, Suomalainen Kirjakauppa was able to highlight the importance of reading for the development of both individuals and society.
Join the reading revolution
Drama Queen came up with an idea of peaceful demonstration, that would gather individuals to sit and read together. An event named Seis lukupuutto! – Stop literacy extinction! – took place during the Reading Week at the end of April 2025.
The demonstration exceeded all expections as it attracted almost 40 organisations and hundreds of people to the stairs of Finnish Parliament House.
“The large number of partners shows how widespread this societal concern is. Without sufficient literacy, an individual’s personal development quickly hits a wall. Therefore, it’s our shared goal to promote literacy, competence, mental well-being, and a more present way of living,” says Minna Kokka, CEO of Suomalainen Kirjakauppa.
Raising awareness in all fronts
Bold statements combined with peaceful demonstration attracted the attention of both common people and decision-makers. Finnish minister of education Anders Adlercreutz was present in the demonstration and accepted the petition calling for support for the development of literacy and language skills.
PR and communications efforts resulted in wide media coverage that included both radio and television as well as live broadcast on television network.
“Our main goal was to bring visibility to the significance of literacy and reading. That we achieved”, says account director Krista Suomi-Myllykoski.
In addition to the demonstration itself, the campaign was visible as a full-page ad in Helsingin Sanomat on April 23rd, as well as in diverse content across the social media channels of Suomalainen Kirjakauppa and the participating organizations.
Walking the walk
The demonstration marked a completely new step for Suomalainen Kirjakauppa in the field of responsibility communication – and a great start to the collaboration with Drama Queen.
“Impactful advertising and communication are increasingly linked to genuine responsibility efforts. Addressing a recognised challenge and boldly taking a stand for reading aligned perfectly with Suomalainen Kirjakauppa’s values and core mission”, Suomi-Myllykoski explains.
Auran
