Challenge

The City of Helsinki offers a wide range of activities for young people during school holidays. However, there is a lack of awareness about these fun and engaging opportunities. How to communicate effectively about these activities in a way that resonates with teens?

Insight

We all remember one golden rule from our teenage years: never tell your parents you’re bored.

Because if you do, they’ll find something to do for you to do—and it’s always housework.

Strategy

We dramatized what happens to teens who don’t come up with their own plans during the holidays: boredom quickly turns into chores like shoveling snow, washing windows, or scrubbing floors. By showing these painful scenarios, we created urgency for teens to sign up for the city’s activities instead—so they won’t get caught bored and waste their break doing housework.