WASHINGTON: The Embassy of Finland has tapped Plesser Associates to help it market a new website intended to educate American children about Finnish culture and democracy.
Press counselor Kristiina Helenius said the inspiration for the website came from news reports about "a void among American schoolchildren, that they are not learning enough about foreign places," she said. "Finland is a very democratic and hi-tech country, so it became self-evident that we should make a website for children in America to tell them about it."
New York-based Plesser will target elementary-school teachers and the hi-tech community. "Once we've piqued the interest of the influencers who read top media like The New York Times and The Wall Street Journal, it will trickle down and start word of mouth," Plesser said. He added that teachers will be targeted through education and parenting magazines.
Helenius put the campaign's budget in the mid-five-figures, and expressed an interest in directly targeting schools. "Our ambition is to reach all of them, send them personal mail telling them about the website."