The “Unbreakable” campaign for Tehy (the Union of Health and Social Care Professionals in Finland) was a concept competition entry that, unfortunately, never saw the light of day. At the heart of the campaign were real member stories, personal experiences, and portraits — with a symbolic cracked glass overlay representing healthcare professionals working under immense pressure, on the verge of breaking.

The campaign concept included a striking outdoor media campaign, an advocacy initiative targeting Tehy’s members, an interactive social media component open to the general public, and a Pulssi survey that would allow members to easily report incidents of workplace violence. The survey results would have been shared in real-time with employers to increase accountability and transparency.

My role in the project: Art director / Concept designer
Photos Tehy (Meeri Koutaniemi)
Agency Kaimana