Organic food, fresh water and peace mediation
The final report submitted by the Country Brand Delegation concludes that Finland’s pivotal strength is the country’s solution-oriented approach. Our practical and forthright approach to challenges will be in demand in the coming years as global problems come to a head in various sectors of human activity, from water purification to organic food production and education.
In its report the delegation lists more than one hundred concrete missions. Some of them are targeted at the authorities, some at business and organizations, and still others at ordinary Finns. The delegation proposes, for instance, that organic production should account for at least one half of Finland’s overall agricultural production by the year 2030, that Finland’s lake water should be purified and made drinkable, and that Finland should establish a peace mediation convention dedicated to Nobel laureate Martti Ahtisaari.
Chairman Jorma Ollila distributed three missions at the launch of the report. Foreign Minister Stubb accepted the mission of establishing a peace mediation convention dedicated to Martti Ahtisaari and the Finnish Water Forum accepted the mission for the purification of lakes. The third mission is linked with well-being at schools: Do something together even with the quietest ones in the class. The ninth-form pupils at Torpparinmäki Comprehensive School accepted this mission on behalf of all Finnish school children.
“A matter for each and every one of us Finns”
When accepting the report, Foreign Minister Stubb described the delegation’s work as unique, thorough and surprising. “This is nothing short of brilliant work. My thanks to everyone who took part in it. I believe that many countries will take this approach as a model in their own country brand efforts,” he stated.
Finns have already taken part in refining the country brand strategy by presenting initiatives and missions for Finland at citizens’ events and on the delegation’s website. Minister Stubb also emphasized this perspective.
“The delegation’s report presents a thorough analysis of the Finnish identity. Even more important than analysis, however, is to swing into action. The real brand work begins now. Nor is this a matter for the delegation only; it’s a matter for each and every one of us Finns,” Alexander Stubb said.
For his part, Stubb promised to start preparations for the Ahtisaari Convention, digging into the mission he accepted.
Nearly two hundred members of the press and stakeholder representatives as well as tens of school children were present at the launch.
Torpparinmäki Comprehensive School, which specializes in environment education and sustainable development, was considered precisely the right place for launching the country brand report. The report itself also emphasizes nature and environmental know-how. At the school these values were expressed by serving organic buns and tap water. For environmental reasons, only a very small print run of the report was made for the launch. The delegation’s full report, in three languages, can be downloaded in its entirety or in parts from the website:
The Country Brand Delegation appointed by Minister for Foreign Affairs Alexander Stubb in 2008 was charged with the task of creating a strategy for Finland that would convince the world to turn to us more often and more effectively. The country brand efforts strive to promote Finland’s economy, tourism and international status.
In addition to solution orientation, the delegation defines three central areas that can be used to strengthen Finland’s image. These are functionality, nature and education. Chairman Jorma Ollila stated that these themes, familiar to Finns, were the result of a logical thought process.
“Finland’s image must be based on real, existing strengths. Only by developing our strengths in a creative way can we increase Finland’s familiarity and appeal to the rest of the world. To my mind, the delegation has succeeded admirably in this creative thought process,” said Jorma Ollila, Chairman of the Country Brand Delegation.
He also stressed that the delegation cannot build a country brand for Finland; it can only suggest measures reinforcing Finland’s international competitive edge.
“Finland’s image isn’t developed by campaigns, but by real deeds. By helping to make a better world we also make Finland a better place to live and work."
Read the final report here:
www.tehtavasuomelle.fi(Link to another website.)