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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
•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.
•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 3
Let me introduce myself: Belle Busybody
•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!
•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.
•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.
•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
•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 8
TwitterFacebook Instagram
•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 9
Infographics and memes
•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo 10
And some photos…
•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.
•Turvallisuus- ja kemikaalivirastoJohanna Salomaa-Valkamo
Feedback and experiences
12
• 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
•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)
•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.
•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!
