Communications

We raised awareness of eutrophication

In 2025, we primarily focused on increasing the impact of our communications. Our goal was to highlight the eutrophication of the Baltic Sea and its causes. We ran a summer-long campaign in a broad range of channels all across Finland: Northern Plights – the Baltic Sea should not look like the Northern Lights. In addition to increasing donations, this campaign also aimed to raise awareness of the Foundation. The result was a 16 per cent increase in awareness over the summer (Taloustutkimus). In the autumn, it won Communications Campaign of the Year in the non-profit organisation category at the Finnish Comms Awards.

We influenced decision-making

We influenced political decision-making by organising an environmental panel discussion for Helsinki mayoral candidates, communicating our municipal election themes, and organising a Baltic Sea Café at Parliament House. We issued a joint statement on the impacts of the green transition on bodies of water with other Baltic Sea and environmental organisations (the WWF, Finnish Nature League, BSAG, Keep the Archipelago Tidy, Greenpeace, and Natur och Miljö). We attended the UN Ocean Conference in Nice as expert members of the Finnish delegation, and organised an in-person stakeholder event with our partners from the Alliance for European Seas. We also arranged a discussion on Baltic Sea security in Almedalen in Visby.

We strengthened our expertise

We maintained close relationships with journalists interested in our themes, and provided article ideas to both Finnish and international journalists. Representatives of our foundation were interviewed by several national media outlets, including YLE, HS, MTV News, Iltalehti, Ilta-Sanomat and Maaseudun Tulevaisuus. The number of media mentions was largely on par with 2024. Our experts were interviewed more than 40 times by a variety of media outlets. Our campaign against eutrophication also made international headlines in, for example, the United States and France.

We supported our experts and fundraising team in terms of communications, and developed the Foundation’s sustainability communications and programme, partner communications, the international partner network Alliance for European Seas, and Baltic Sea Day.

We operated in multiple channels

Our main channels for daily communications were the Foundation’s website and social media channels, events, newsletters, podcasts, press releases, and our magazine Telegrammi. We also engaged selected target groups on Baltic Sea-related themes through the Foundation’s Finnish networks, such as our influencer and Blue Ladies networks. We organised two events for both networks during the year. Compared to the previous year, we increased the reach (views) of our social media channels by 237 per cent and engagement by 90 per cent. Our views rose to more than one million. The number of website visitors declined, but our website’s search engine visibility improved on the previous year. Website visitor engagement also improved on the previous year. The number of newsletter subscribers remained steady. We released a new season of our podcast and two issues of our magazine, Telegrammi.

Our parners were United Imaginations, Meltwater, Hopkins and Evermade.