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Doing is the Finnish story

On March 8th the Finnish National Gallery launched the public phase of its fundraising campaign.

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The Finnish National Gallery was established by statute in 2014 and capitalised with an initial €10m by the Finnish state to allow it to begin operations. The total sum required to adequately endow the National gallery and enable it to continue its work in developing the State Art Collection and art-related research and education is €38m.

In addition to its initial donation the state has also committed to donate €2.5 for each euro raised by the National Gallery from organisations, businesses and the general public. The target for the campaign therefore is to raise €8m.

The National Gallery of Finland asked Havas Worldwide Helsinki to create a fundraising concept, a visual identity for the campaign and a film to spearhead the campaign.

Havas created the concept “Doing is the Finnish Story” based on Finland’s history of self-reliance since independence in 1918. As part of the campaign donors will be able to leave a message about their donations for future generations. These messages will be made public in 25 years.

A variety of campaign materials have been created including the campaign pages at the National Gallery website.

The campaign film created by Havas and produced by Also Starring features Finland’s favourite stage and screen actor Martti Suosalo debating the role of art in society and the reasons why it should be supported.


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