Download - Young people and chemicals - theme year 2015
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Turvallisuus- ja kemikaalivirasto (Tukes)Johanna Salomaa-ValkamoCommunications director
Young people and chemicals – theme year 2015
Belle Busybody is -a sympathetic figure who wants to inform her friends in a non-patronizing manner-an ordinary citizen, interested in chemicals & beauty
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 2
Who on Earth is Belle Busybody?
• Belle Busybody is the public face of the Finnish Safety and Chemicals Agency's (Tukes) chemical-related communications theme year, which is aimed at young people.
• In 2013, Finland organised the first national communications plan for dangerous chemicals– led by Tukes.
• The annual theme for 2014 was children and families with children. In 2015, the focus shifted to communicating with young people on the chemical risks in their environments.
• The aim of systematic communications on chemicals is to improve chemical safety by distributing reliable information and getting the related issues into public discussions.
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 3
Let me introduce myself: Belle Busybody
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 4
The idea of the campaign
• Authorities are often viewed as Belle Busybodies, issuing pointless warnings and trying to spoil everyone's fun with unnecessary restrictions - the idea was to use this image in our campaigning and give the sympathetic and cheerful Belle Busybody our public face.
• Trying to avoid any sense of pretending to be young, since youths would easily see through the falseness of such an approach
• A fresh and genuinely new approach!
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 5
About Belle
• Busy Belle is enthusiastic and concerned about many issues, but she always takes a relevant, informative and friendly approach.
• For advice, she turns to the expertise of the Market Surveillance of Chemicals unit at Tukes and points people to the right sources of information.
• A story-based approach is a key part of the Belle Busybody communications concept – she has a goddaughter and friends, she meets and talks to people, posts features online on all sorts of life-related issues and builds her own persona through various communications channels.
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 6
Focus on cosmetics and especially on…
Hair coloursjunk jewelleryfalse lashesgel nails tattoos clothing
• The key message of the campaign is "think first“ • We want to make young people aware of the risks associated
with issues such as colouring hair, using make-up and other forms of decorating oneself, so that they can make informed choices.
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 7
www.sussiunatkoon.fi (in English ’goodnessgracious’)
• Belle Busybody's own website www.sussiunatkoon.fi Lots of easily understood information on chemical-related issues, chemical abbreviations and other important topics – Encouraging young people to become familiar with hazard
pictograms and user instructions– links to social media channels, quizzes,
challenges, large information package
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 8
TwitterFacebook Instagram
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 9
Infographics and memes
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 10
And some photos…
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 11
Contact allergies brochure
Tukes has published the "Contact allergies – 5 facts and tips" brochure
Practical advice on how to minimise the risk of developing allergies.
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo
Feedback and experiences
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• Very positive feedback from other authorities and the general public – the campaign idea is considered fresh and interesting
• The campaign has got a lot of positive media attention
• Belle has attended several events, including two rock festivals in summer and one fair (I love me) in autumn
• Tens of thousands of people have visited the campaign’s www.sussiunatkoon.fi website and hundreds of people follow Belle and the campaign on Facebook, Twitter and Instagram, where Belle makes frequent updates
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 13
Materials mainly in-house production
• Belle has made more than 55 video blogs with her goddaughter about the use of chemicals and other safety matters> the videos have been watched by 50 000 people
• Belle has visited schools and institutes and met dozens of other interest groups, including Cosmetics Industry, bloggers, church etc. In reality a Communications
Officer at Tukes, Belle Busybody together with her friends (and colleagues at Tukes)
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•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 14
The most popular videos
Belle BusyBody: Check me feat. Goddaughter
Belle’s goddaughter takes extension eyelashes.
Belle Busybody plays Alias game with her chemical expert friends.
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•Turvallisuus- ja kemikaalivirasto
www.sussiunatkoon.fiwww.facebook.com/sussiunatkoonwww.twitter.com/sussiunatkoonwww.instagram.com/sussiunatkoonwww.youtube.com/c/TukesinKukkahattutäti
For more information, please visit the following sites:
Videon på svenska – klicka här för att se!Video in English – click here to view!