You could see the posters along streets in the largest Finnish cities. The posters received plenty of attention and the challenge texts paid off: We caught the attention of Erika Vikman who was challenged in the advertisements and it led her to join the vegan challenge campaign for a month.
The photography wall we created for fairs attracted a large audience and, for instance, the Green Party politician Emma Kari shared her own snapshot on Instagram.
During the first week, the street advertisements increased the number of followers on social media by almost 1,800. This made the vegan challenge the party with the second most new followers on the week of the launch. Finally, at the end of March, the challenge had already 12,000 participants, which is almost double compared to the previous years. The objective was to get 8,000 participants, so the campaign clearly surpassed all expectations.