Lifestyle - Skimbaco Lifestyle | Nordic lifestyle magazine

Sandstorm Run by Darude in Helsinki

Katja Presnal — Sun, 03 Aug 2025 16:34:39 +0000

Darude celebrates 25-year career with Sandstorm Run event in Helsinki, Finland.

Sandstorm by Darude is Finland’s unofficial national anthem and the most globally recognized Finnish song, with over 500 million streams on Spotify. Sandstorm has been blasting through stadiums, clubs, and streams for 25 years straight, and now the iconic Sandstorm music video comes to life as a run event that fills the streets of Helsinki.

Join Sandstorm Run and run the iconic music video locations! In honor of Darude’s 25-year career, the six-kilometer Darude Sandstorm Run will be held in Helsinki on Sunday, August 31, just under a week before the Finnish leg of Darude’s STORM 25 World Tour.

‍ Darude will be present at the event, cheering on the runners to the finish line.

The run route has been mapped to run through landmark locations in southern Helsinki, featured in the iconic music video directed by Juuso Syrjä. Today, the video has over 300 million views on YouTube, and it’s one of Finland’s most internationally recognized pop culture exports.

By running Sandstorm Run, you will do good. 25% of the proceeds from the event go to support youth sports through the Finnish Athletes Federation. Participants are encouraged to dress in the spirit of the Sandstorm video. The best outfits will be awarded in individual, pair, and team categories. Prizes include a meet & greet with Darude, a group photo, and tickets to the Helsinki STORM 25 concert at Kattilahalli. Darude will serve as the judge for the costume contest!

Sandstorm Run – Pick Your Pace

The entire family is invited, and you can pick your run pace. WALK: Take it easy with your friends, enjoy the views, and snap selfies at iconic locations. FUN RUN: A relaxed jog and good vibes! Let’s move together to the beat of Sandstorm! RACE: Challenge yourself! There’s no official timing, but you can still aim for your personal best.

Buy your ticket to the fun run event now at Sandstormrun.com.

The post Sandstorm Run by Darude in Helsinki first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.

Inspired by Alvar Aalto’s Sanatorium in Paimio

Katja Presnal — Sun, 27 Jul 2025 15:30:56 +0000

Does the place where you grew up shape you? This post will take you back to my hometown, but with a design angle. We are living in the post-COVID, emerging Web 3.0 time, where climate-related extreme weather events occur across the world, and people fear AI will take our jobs, and we are going backwards on human rights. It’s a very different era from when I grew up in Paimio, in Southern Finland, and it’s a very different era from 2007 when I started this blog (that is in transition to be renamed from Skimbaco Lifestyle to Crush Movement). Many things have changed, but not enough things have changed for the better. I believe that, as important as technology is, there are other important aspects that we should not forget: human-centricity, conscious design, humanity, or in one word: people. The importance of the humanities, understanding people, and designing for real people (not just for digital twins) remains. That’s why I want to believe that 30-second videos and bite-sized content aren’t all that we crave these days. I think they are people like you and me, who still actually like reading longer content. I miss writing for you. One of the first posts I ever wrote for Skimbaco featured Alvar Aalto’ Paimio chair. If you were a reader then, and bought the chair for $2,760 in 2007, you made a worthy investment – the chair costs over double these days. As I am thinking of my original plans and ideas of what Skimbaco could be, and compare them to where we want to shape it moving forward, it is only fitting that I return to my Nordic roots. When I think of the concepts of conscious Nordic design, it takes me back to my hometown of Paimio in southwestern Finland. Paimio is known for the tuberculosis sanatorium designed by renowned Finnish architect Alvar Aalto and built in the clean forest air surrounded by tall pines in 1928-1933. A sanatorium might be a weird thing for a town to be famous for, and frankly, when growing up, it was just a hospital where my grandmother had worked as a nurse before retiring. I had no idea that all of the hospitals in the world were not designed that consciously.

So maybe thanks to the influence of Alvar Aalto in my hometown, I grew up thinking design is good design only when it is good for people.

Alvar Aalto Combined Architecture and Healthcare for the First Time

Alvar Aalto was among the first architects in the world to combine design and medicine by designing a hospital in a way that the building itself helped to heal people. Imagine how the world would be different if all of the hospitals were designed that way. Paimio Sanatorium has been acclaimed internationally as a significant modern architectural achievement, and nominated to become a UNESCO World Heritage Site, and it is one of Alvar Aalto’s most critical early designs that catapulted his career as an architect. The hospital where my grandmother worked is the first example of modern architecture applied to healthcare.

Building Designed to Heal People

During the time when the sanatorium was built, doctors could not provide much help for the tuberculosis patients and prescribed “rest in a healing environment with clean air and sunshine”. The entire building was designed to contribute to this prescription, and it was the guiding principle for Alvar Aalto, and his wife Aino Aalto, who also helped to design the interiors and the furniture in the sanatorium. They actually called the building a “medical instrument” – it was designed to provide as much fresh air and sunlight for the patients, and of course, to meet the requirements for hygiene. Many of the corners in the communal spaces were made round to avoid the accumulation of dust in hard-to-clean corners, and they paid special attention to the materials the building was made of. Alvar Aalto saw the importance of clean indoor air and ventilation already in the 1930s. He said:

Among the biological requirements of human life are air, light and sun. Air cannot be equated to room size or number of rooms. It is a factor in its own right. We can certainly build a dwelling with a large volume of air without it affecting the economical use of floor area or playing any role in determining room heights. It is a question of ventilation.

The areas for treatment and the patient rooms were designed to maximize the use of natural light and natural ventilation to benefit the well-being of the patients. The large dining room with a high ceiling was built to face south to fill up the space with light. Fresh air was more important for physical wellness than sunlight, but the lighting was designed to help with psychological wellness. Windows were designed to have a unique ventilation system in a way that you can open a smaller window panel on the top, but keep the room warm thanks to the radiator placed right underneath the window. Patients could open the windows and breathe in fresh pine forest air even during the winter months. Roof terraces and balconies on each floor were built to provide easy access for the patients to enjoy the clean outdoor air. A well-designed garden was part of the conscious design of the hospital and the building was designed in a way that you could see the garden and the forest from all patient rooms to provide hope and also a communal feeling when you watch others in the garden.

Consciously Designed to Improve Wellbeing

The Paimio Sanatorium was designed as a healing multisensory experience. Most of the furniture and lighting were designed specially for this building, and even resulted in new patented discoveries, and some of its most famous furniture is still being manufactured today. The patient rooms had special wallpaper that eliminated echoing in the bare rooms that were meant for two patients and had to be kept sterile. Hygiene was important, so the rooms had two sinks, one per patient. The sink basins were specially designed to be silent, and washing hands was as noiseless as possible so the other patients would not be disturbed. Lighting was designed to reflect the different times of the day and the needs of patient healing. Even the patient rooms got special lighting fixtures and the patient room ceilings were painted relaxing grayish green to avoid glare. Special attention was given to consciously designing what kind of psychological effects different colors would create. The husband-and-wife design team chose paint colors throughout the building to align with the patients’ healing. Calming colors in spaces where they were relaxing, and energetic colors like bright yellow in communal spaces. The long turquoise corridors were reflecting colored light even during darkness, and the building looked luminous, like a factory of healing, in the middle of the Finnish pine forest.

New Journey to Find Innovation and Voices From Nordics To The World

Alvar Aalto showed that it is possible to even make corners round. He combined architecture and medicine over 90 years ago and used the technology of the time to create spaces that contributed to human well-being. I am very excited about (re)launching a new media to find out all about the Nordic innovators of today who are changing the world, just like Alvar Aalto did. I want to continue to tell you stories of the pioneers and trailblazers, rebel leaders who are using their voices. I am not an architect or a doctor, but making a difference in the world is my most important driver, whether it’s helping people enjoy life more in their everyday lives, using technology to solve problems of the future already today, supporting space research to benefit humanity, or building more inclusive spaces where everyone’s voice can be heard. Resources & images: Paimio Sanatorium

The post Inspired by Alvar Aalto’s Sanatorium in Paimio first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.

Helsinki is the Most Sustainable City for Travelers

Katja Presnal — Tue, 10 Jun 2025 11:19:10 +0000

Just recently, InsureMyTrip ranked the Most Sustainable Cities for Travelers in 2025, and Helsinki is at the top.

In this research, the researchers standardized a wide range of data, from green hotel certifications to walkability, to help travelers make more conscious choices.

And Helsinki stands out:

It ranked highest for green space quality (86%)
Most amenities can be reached within a 13-minute walk
Nearly 1 in 5 hotels (17%) are certified green
Plus, 118 guided walking tours reflect a robust ecotourism offering

Helsinki topped the global chart with a score of 7.4/10. It’s a place of sea breezes, saunas, and sustainability-farmed local food. This is by far not the only list Helsinki was crowned the winner. Helsinki was the most sustainable travel destination in 2024 by the Global Destination Sustainability (GDS) Index.

Helsinki’s sustainability scores are the result of bold urban planning, community action, and sustainability built into daily life.

Start with the air. Helsinki scores around 20 on the Air Quality Index, well below the “clean” threshold of 50. That’s thanks to policies that curb emissions, prioritize public transport, and follow a rigorous Air Quality and Noise Abatement Plan that sets real targets and meets them.

Then the water. It’s some of the purest in Finland, drawn from protected groundwater and delivered straight to the tap. No filters, no fuss. Thinking of buying bottled water here? Don’t do it. Just bring your own refillable water bottle and fill it with tap water.

Waste? It fuels the city. No, really. Over half of household waste is recycled, while biowaste becomes biogas for public transport. Non-recyclables? Converted into clean energy. With accessible recycling stations across the city, doing your part is easy, and everyone does it.

Green spaces matter, too. Nearly 40% of Helsinki is covered in parks and forests. They’re beautiful, but also essential for clean air, biodiversity, and everyday wellbeing.

The commitment to green living is woven into how the city moves, breathes, and grows keeps keeping Helsinki the title of the world’s most sustainable city travel destination.

Cities That Might Surprise You on This List

Sara Boisvert, Marketing Manager at InsureMyTrip commented:

“As eco-friendly travel becomes a top priority for more travelers, this study serves as a powerful time-saver, turning hours of sustainability research into a ready-made guide for greener getaways.”

Full rankings and methodology available at InsureMyTrip.com.

It’s not surprising to see the other Nordic capitals at the top of the sustainable cities list.

Close behind Helsinki are Stockholm (7.3/10) and Copenhagen (7.0/10), two cities that have long prioritized the environment. Stockholm’s green hotel rate is slightly higher (21%), and its green spaces score an impressive 85%. Copenhagen boasts even shorter walking times (7 minutes to amenities) and a similar percentage of certified-green hotels. The only factor nudging them down slightly? Hotel costs.

Some cities, like Dublin and Berlin, shine in cultural experiences but score lower due to higher pollution and fewer eco-certified accommodations. And further afield, lifestyle-heavy destinations like Sydney and Melbourne are still struggling with per capita emissions and scalable green lodging options. These findings suggest that while Australia’s major cities are rich in outdoor experiences, they face challenges in reducing emissions and implementing sustainable accommodations at scale.

The study also investigated the most sustainable cities in the United States.

San Jose, often overshadowed by its Bay Area neighbors, scored highest overall (6.9/10) among the cities analyzed. With 15% of its hotels certified as eco-friendly, low pollution (4.9), and one of the lowest average walking times to amenities (19 minutes), San Jose presents a compelling case for travelers seeking a greener domestic destination. Portland, Oregon, long considered a sustainability pioneer, followed closely. The city excelled in green space quality (85%), though it was marked down due to a lower percentage of green-certified hotels (7%) and higher average hotel costs ($203/night).

Many consider the sustainability of travel destinations when it comes to traveling to the destination, and opt for greener transportation methods or closer destinations. But when was the last time you did your research on how sustainable the destination itself is? I hope you will, and maybe you will also choose Helsinki as your destination.

The post Helsinki is the Most Sustainable City for Travelers first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.

Picture This: Nation of Thought-Leaders

Katja Presnal — Sun, 20 Apr 2025 09:56:15 +0000

My mother bought me a t-shirt with a large American flag on the front.

I proudly wore it, after all, I had an American boyfriend, who soon became my husband, and I moved to the United States.

Then I found stickers and pins that proudly visualized our multinational union. Two flags united: the US flag and the Finnish one.

I learned to fold the Finnish flag as a Girl Scout. And later, as a U.S. Army wife, I learned to stop my car at the Army base when hearing the Reveille or Retreat played, knowing that the flag would be raised or lowered. Honored.

“Nice story Katja, but how does this relate to marketing?”

Let’s dive in.

Firstly, how do you feel about flags these days? Marketing and branding are always about emotion.

Secondly, when you see a flag in a product package, what does it represent to you? Does it tell a story of a certain quality, an origin story, or about pride and honor?

What I really want to talk about is country branding, but it might take a while to get there.

The second I said “an American flag,” you thought about politics, didn’t you?

Without getting too political, you either felt disgusted by the current political leadership or you felt something else. Maybe you even made assumptions about me.

Photo: Kristian Presnal

It is very challenging to think of marketing without thinking about politics, pop culture, trends, tradition, future, and the past. And today, you simply can’t think of them only in the context of your own country or culture. We live in a connected world, with diverse people, cultures, and yes, politics.

If you want to be successful in marketing and selling to people, you need to understand the political, social, and economic climate people live, fed by algorithms. And that might be a different bubble than the one you live in, even if you live on the same street.

What are your choices then?

Try to be as neutral as possible without taking sides. Then nobody hates you, but nobody loves you either.
Show your values, and you will divide opinions. You’ll get die-hard fans, and people who will boycott you, making the fans just support you more.

Marketing studies say that more than half of European consumers will buy from brands whose values match their own.

The rate is 71% in the USA, and as high as 83% among Millennial Americans.

You need to understand the reasons why some values are important, and then you need to know who the people are.

One in four people lives with a disability, and about 16% of the world population is non-religious. The LGBTQ+ community is above 10% of the adult population. Another factor is age. Did you know the silver economy, the folks over 65 years old, is the fastest growing – and the wealthiest – consumer group in the world?

When people see someone like them in ads, they are more likely to buy. 38% of consumers, in general, are more likely to trust brands that show diversity in their ads, but the rates go significantly higher when you look at different demographics. Over 70% of Gen Z want to see diversity in ads, and 85% of Latinx and LGBTQ+ people. (Diversity stats.)

It’s not as easy, though.

Photo: Kristian Presnal

At Crush 2024, I interviewed Senia Williams, who studies Gen Z behavior at Google, and she coined the Gen Z to be “woke, broke, and complicated”.

They might support Greta Thunberg, but not afford anything else but purchasing from Temu or SHEIN, and adding to the climate crisis.

So are we in square one then? I don’t think so, especially if you want to be a thought-leader. Or like I like to say, a Rebel Leader.

Let’s get back to national symbols for marketing.

In Finland we have Avainlippu (key flag) and Design from Finlandcertificates and visual logos that companies can apply and then show the country of origin.

The Avainlippu brand is the 5th most valued brand in Finland (Source: Brand Valuation 2024, Taloustutkimus), and 94% of brand companies that have been awarded the Avainlippu say the brand supports the sales of products and services in Finland.

It makes it easy for people to support local labor. But what about people outside Finland? What does the “key flag” tell them?

Can we now talk about the country brand?

Who decided what the country brand of Finland should look like?
And who’s the brand for? Is it for the Finns or everyone else?
Who gets to use the country brand of Finland?
Is it more about commerce, companies, and what we can sell?
Or is it more about our ideologies, values, creativity, and culture?

When you try to find information about this, you will find government working groups, branding experts, educational institutions and well, everyone, voicing their vision for the country brand.

Some are aspirational, some call for more concrete action. (Sidenote: branding is always action.)

Photo: Kristian Presnal

I’ve consulted numerous Finnish companies about international marketing, and there is always this big decision to make:

Should we brand ourselves as a Finnish company?
Or a Nordic company?
Or try to avoid talking about where we are from and just be international?

Many companies choose to use the association and brand that comes with being a Nordic company. Perhaps it tells enough vaguely about the good stuff, without going into the details of any weird stuff. I get it.

Yet, everyone knows that the easiest way to separate yourself from the competition is to be different.

In Hollywood movies, when there is someone or something weird, it’s often from Finland. Finland is a weird mystery. Where is the sisu, the guts, to own it? Or to show who we really are, if the image of us is wrong?

We are also much more than Northern Lights and Santa Claus, two things the country travel branding people decided we are about. (Sidenote: it worked.)

Are you in Team Finland?

Let’s boil this down to a simple question: Would you wear a t-shirt with a big Finnish flag in the front? Would you wear a t-shirt with the “Finnish Lion,” the crowned lion in the coat of arms of Finland? (Or insert your national flag or symbol.)

Most likely, it depends on the context. In an ice hockey match or at the Eurovision Song Contest, you’ll be seen as supporting your country; in a different context, you might be seen as a nationalist new-Nazi.

There it is again! Politics.

The real question we should be asking is: Are we going to let our national flags, symbols, and ultimately country brands be turned only into political tools of nationalists? And happily go after a borderless multi-cultural melting pot? Or are we going to fight for our heritage, culture, and what makes us unique, while also being progressive and learning to live in a diverse world?

Are we going to build the country brand Finland together? Or are we waiting for someone else to take it and turn it into whatever they want, like a political statement?

Does the Nation of Thought-Leaders need country borders?

Too many questions, more answers!

I want answers, too.

That’s why at Crush 2025, we will be addressing some of these questions.

I want to learn from Hanna Vuorinen about some of the great work done by Film Finland in terms of bringing Hollywood movie productions to Finland and showing the real Finland to the world. Jade Ventoniemi reaches millions on social media, sharing about her experience after moving to Finland. I’m interested to hear how her audience sees Finland, and what we can learn from that.

We will talk about the importance of diverse voices in culture, and why we shouldn’t just let a few gatekeepers decide what we publish or promote with Melina Korvenkontio and Maiju Talvisto. Jenni Rotonenwill talk about using social media for social good.

Katja Pantzar has written multiple books that have been translated into several languages about Finland and Finnish sisu, I want to hear her thoughts on where all that bravery and guts came from, and how to find that now.

In all of this, we need to talk about allyship and include everyone in the conversation, whether it’s Saara Särmä with her All Male Panel, or Joey Bayer highlighting the importance of bringing people together and building communities. Aino Bergiusof Slush will share some secrets on how Slush was built into a global phenomenon in a Networking lunch session.

Above all, Crush is for thought leaders who have the guts to take action. We bring together thought-leaders like Liisa Holma , Ulla Jones and Laura Strömberg who spark change through action. Great leaders create more leaders.

And so much more.

Crush is not a political movement.

But we live in a time when what kind of shirt you choose to wear can be seen as a political decision, and you will be judged for it, whether you want to or not. We shouldn’t ignore it.

I don’t want to have a conference just about business or marketing tools.

If you want to futureproof your success, you have to build it in an economically, socially, and environmentally sustainable way.

I don’t want to just talk about how to build brands (personal, company, or country).

If you want to become a better marketer, step outside your comfortable marketing box. Understanding humans is the ultimate flex of any marketer. And if you want to shake things up, well, then you want to understand marketing.

We live in a time of AI revolution. Crush gathers Rebel Leaders who, however curious or knowledgeable they are about technology, put people first.

Crush 2025 will be held on 14.5.2025 at the Helsinki Stock Exchange Building.

Tickets are selling fast.

Are you in or out?

Wishing you success,

Katja Presnal

Founder, Crush Movement

The post Picture This: Nation of Thought-Leaders first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.

Follow This Fun(d)raising Marketing Campaign In Real Time

Katja Presnal — Wed, 12 Mar 2025 11:58:15 +0000

It’s easy to do great marketing campaigns when you have resources, like people and a budget.

But times are tough. And I promised you: real stories.

So here it is.

This is the most vulnerable I’ve ever been talking about marketing.

It’s easy to tell great stories of success, when you tried 50 things, and then ONE thing was a huge success.

Like the time Tom Cruise showed a product from my store on the Oprah Show. Nobody wants to hear how much work it took to get that “lucky” break. People don’t want to hear the the real story, it’s easier to think it was just luck.

It’s also easy to tell “from zero to success” stories AFTER you have achieved success.

For example, it took me ten years to start a company, and finally get my career back on track after a fortunate case of falling in love and starting a family. Nobody thought my story was inspiring at year five.

The most difficult time to tell stories is in real time.

That’s why most marketers curate stories, instead of documenting them.

When you document in real time, it gives people the opportunity to judge you, or even affect your outcome. And it’s not always good.

Documenting is really hard.

But when you document, you are inviting people to join in the ride.

Here is your free ticket to join mine.

Or, more accurately, strap your boots; this is more like an uphill hike.

Welcome to follow my latest marketing campaign

The year 2025 started with harsh news for Crush Movement, a project I have been building and bootstrapping since 2022.

Our annual business event was in jeopardy.

My business partner was leaving Crush (it’s happy news: she got an amazing career opportunity and I cheer for her).
We had no sponsors for the Crush 2025 event at the Helsinki Stock Exchange Building on 14.5.2025.
Ticket sales would not cover all of the production costs.

There were good news too.

We had lined up some great speakers.
We had been running our Open Mic program of finding new voices.
We had just invited an impressive Advisory Board to guide us.
We had the space booked, and a good amount of tickets sold.
And a talented community of women with a steady stream of people wanting to speak, volunteer or help.

I won’t sugarcoat it.

I still felt alone. No consulting clients and no income. A loved one in a hospital.

A good moment to quit, cancel the event, and move on.

But for me? The only logical thing to think was:

“I will sell the shirt off my back, if I have to. But Crush is happening.”

Why? Women’s rights and DEI topics are not having a moment, and Crush with our message of equality in business is needed more than before.

Now is not the time to quit. Now is THE TIME to take action.

January was intense, and somehow February lasted only a few days.

When you ask for help, people step up. In two months I started turning things around.

Our speaker lineup is even more amazing with internationally known names. Just to flaunt our keynote speakers: Gabrielle Blair, Katja Pantzar, Emilia Vuorisalmi, and Laura Strömberg.
Partners will work like fairy godmothers, making the space pretty, and our audience will enjoy meditation and Gyrokinetics exercises in between the panel discussions.
Our video booth will be ready to create promotional videos of our attendees.
I have even gotten media interest, and speaking opportunities to promote Crush. Thank you wednesday. and Epicenter Helsinki.
Our follower and subscriber numbers are going up in a faster pace.

I quickly started executing a new business model for Crush that includes training courses.

But more sponsors are still needed. And the production budget isn’t getting much smaller either.

And the thought persisted:

“I will sell the shirt off my back.”

Which of course, means “doing and giving your anything”.

But after sitting with this thought for a while, I thought: what if I will literally sell the shirt off my back?

What if we all donate a piece and sell them? Would our community say “yes”?

Crush x Emmy Fun(d)raising Campaign

I met with Sienna Kruk, the CEO of Emmy Clothing Company, the leading Nordic marketplace for pre-owned premium clothing, and she had had similar thoughts. They had tested clothing drives for fundraising before at Emmy, and now they were ready to do more.

We had the meeting less than five weeks ago, and we held a photoshoot for the campaign three days later. The campaign launched last week.

Here is the campaign idea:

We’ll all donate one power clothing, Emmy sells them on their website. All proceeds go to the Crush.

But why stop there?

The message of doubling the impact by promoting second-hand clothing and supporting a movement focused on closing the gender gap in Finland is powerful, but would it get people donating?

What if we simply asked our community to make it a movement of empowerment?

So we asked: What did you wear when you crushed it? Why was that piece important to you? What did you accomplish?

And then we asked people to donate that piece and share the story to empower the person who purchases the piece.

Join to follow the campaign in real time.

Our first short-term goal is to get 100 pieces of clothing donated by the end of March, so we can open the Crush x Emmy shop.

It’s difficult to track donations in real time, there is a shipping and processing delay.

The process of donating is not the fastest one – we are asking people to look for their closet for a clothing, potentially taking a picture of it for social media, then to write a note and remember to mark “Crush donation” in the package, a note for the next owner of the clothing, and then to take it to a donation box.

But it’s not a bad thing that it takes effort.

There is a an emotional tie-in when you work for it.

We are not giving other rewards for donating. People donate from their heart. This donation means something, and being part of something big IS the reward.

Many have donated, but we are not getting social media traction.

So we are adjusting as we are going forward.

There will be new ways to donate, even donation events (with partners like Female Founders Suomi), office pick-ups (can you collect a group at your office to donate? I will personally come and pick them up from the capital Helsinki area), and more.

You always have to plan things in a way that you can lean into the groundswell.

When you are building a community, it’s better to wait for the ideas to be said aloud by community members or your customers. And then you react to that.

It’s never about the “best ideas,” but about the ability to react, respond, and execute.

Now we are listening. We care what people are saying and are open to suggestions on how to make this work.

What if we fail? Well, what is failure in this case?

It could be that we don’t get enough donations for one.

But what would that mean? Does it mean that people don’t care enough to donate? Or maybe they have a minimalistic closet with nothing to donate, and their lifestyle echoes our values? And they rather just buy the more expensive Networking Ticket to Crush? Great!

Or they donate, but don’t post on social media? Then we just learn that empowering others in silence is more important than doing it for the glory of being seen.

They only post on social media, but don’t donate? Then it means they want to be part of this in any way they can, even if they can’t donate.

It’s all good.

Nothing happens? Then that is data too, and a message on its own.

From a financial point of view, it would not solve the lack of sponsors for our event, but perhaps we make so much noise with this campaign that sponsors will step up last minute too. Right now I reach 175,000 on monthly. Goal is to grow it the next two months.

Our annual event is on May 14, 2025. Right now, we have things planned until the end of 2025 for this campaign, and ultimately, this is also a community building campaign.

When you have a good strategy, you can take fast action.

The community-led approach might look like a hot mess for those who are used to creating a marketing campaign with a strict timeline, and a specific tactical approach.

Here are my best tips how you can be agile:

Have a really clear strategy and end goal, so you know where you are going. It makes it easier to make fast tactical decisions.
Ask/Think a lot of “what if” questions, and have answers for them in case you need them.
ALWAYS have additional tactical ideas in your backpocket. When you are prepared, you can act fast. But don’t be married to your great ideas, it’s also OK if you don’t have to use them all.
Have patience and be consistent. Maybe your ideas weren’t bad, maybe people just need time to get into it. You don’t have to jump to a new tactical idea immediately.
Leave Easter eggs.

Be prepared for the worst: What if everything goes to shit? What are the plan B, C, and D?

Be prepared for the best: What if everything goes better than expected? What can you do then to amplify?

The post Follow This Fun(d)raising Marketing Campaign In Real Time first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.

“Why Are Boys Falling Behind?” Is the Wrong Question

Katja Presnal — Sat, 04 Jan 2025 17:23:11 +0000

I live in Finland, a country that boasts many ~~feminist~~ human rights achievements. Let’s start with history and then continue to one big problem: boys are falling behind, and many blame feminism.

History of The Almost Gender-Equal Nation

Finland ranks second in the Global Gender Gap Index. In the 2024 index, Finland’s gender gap is 87.5% closed. This achievement is not by accident, but due to generations of fighting for equal rights. In 1878, Finnish women secured equal inheritance rights with men – decades before in most countries. By 1901, women gained the right to study at universities, and in 1906, Finnish women became the first in the world to win full political rights, both to vote and to run for office. Just a year later, 19 women entered Parliament, smashing barriers and setting an example for the rest of the world The progress didn’t stop there. Miina Sillanpää became Finland’s first female minister in 1926, paving the way for women in leadership roles. And in the same year, women were granted equal eligibility for state positions, breaking down even more systemic barriers. By the 1930s, marriage laws had been reformed, freeing wives from their husbands’ legal authority and allowing women to work without needing their spouse’s permission. This independence laid the foundation for the heroic efforts of Finnish women during WWII, when they ran farms, worked in factories, and kept the country going while men fought at the front. The post-war years brought more reforms: in 1948, Finland became the first country to provide free school meals to all children, recognizing the power of equality in education. By the 1970s, Finland introduced parental leave, legalized abortion on social grounds, and mandated access to contraception – making bold strides in reproductive and family rights. Fast forward to the modern era, and Finnish women continue to rise. In 2000, Tarja Halonen became our first female president, and in 2017, Finland legalized gender-neutral marriage, granting adoption rights to same-sex couples. From political leadership to championing education, equality, and innovation, Finnish women embody resilience and progress. Today, the era of breaking glass ceilings is over, and we live in an era where we are trying to learn to live in a society shattered in glass.

The Dark Side of Feminism

It’s not all cinnamon buns and relaxing in a sauna in Finland. While there is progress, there is a dark side. A study conducted by the Coalition of Finnish Women’s Associations (NYTKIS) in 2024 found that one in four men under the age of 35 believes that women can deserve violence based on their appearance, dress, or behavior. Among all men, 20% hold the same belief. Younger men are more likely to view violence as a way to earn respect, with 22% of men under 25 agreeing that sometimes violence is necessary. There’s also a growing belief that gender equality has already been achieved. Sixty percent of men in Finland think no more progress is needed, and half of them believe that feminist movements like #MeToo restrict men’s rights. This perception is particularly common among younger men, who feel that feminism has gone too far. Women in Finland are now more likely to have higher education degrees and are increasingly represented in leadership roles across industries. One of them is the legal profession, which has experienced a significant shift toward female representation, especially in roles traditionally dominated by men, such as judges and prosecutors. Women began outnumbering men in law school admissions in 1989, and by 1992, female law graduates surpassed their male counterparts. As of 2021, women comprised approximately 60.1% of professional judges in Finland, indicating a clear female majority in the judiciary, and 76.4% of prosecutors are also women. This shift in power dynamics has created frustration among some men, especially those who feel left behind academically or professionally. As women’s opportunities expand, some men express resentment toward their success. The backlash isn’t just about opinions. Anti-feminist rhetoric (and what goes with it: anti-human rights, nationalist, and far-right rhetorics) is growing in online spaces, and they are also gaining traction in our government. These movements frame feminism as a threat to men’s freedoms, reinforcing toxic ideas about masculinity and perpetuating hostility toward women. As well as they also frame many of the issues, like men’s violence against women as an immigrant problem. If Finland, together with the rest of the world, is to continue leading the way in equality, we must address the hostility that persists beneath the surface.

Why Are Boys Falling Behind?

It’s easy to say “You go girl” and celebrate the wins of women in power. But what about young men and young boys who are now living in this “future is female” world, where girls are encouraged to “go for it”? Why are boys falling behind? Most don’t like the answer. The patriarchal world is designed to serve the mediocre man. If men were taught to embrace feminism, they would better understand why some people succeed — and how to live in a truly equal society. Patriarchal systems are built in a way that men don’t need to be more competent or smarter to succeed. Simply being a man has been enough. Women have historically been, and continue to be, oppressed to ensure that men don’t have to work harder or pursue more education to maintain their positions. In many cases, being male alone puts someone in an advantaged position. As society has progressed toward equality, women have gained more access to education and the workplace. They no longer need their husband’s permission to work, and they’ve started to claim rights that men have always had. Women’s status is far from being fully equal, but yes, we occasionally hear about men “falling behind” in certain areas. That’s often because they haven’t learned how to navigate an equal society or because women are “better suited” for some roles. However, much of this is rooted in learned behaviors. Boys and girls are not raised the same way. Boys must be taught about equality from an early age so that it won’t surprise them when someone else does better. Boys need to understand that success is often about competence, not gender.

This brings me to a Question: Why Aren’t More Men Involved in the Feminist Work?

Feminism is fundamentally about equality — about closing the gap between genders. It’s not the opposite of patriarchy. It doesn’t seek to establish a matriarchy where women hold all the power. So, why aren’t more men participating in this work to create a more equal society for everyone? The answer might be that in a patriarchal society, a mediocre man can get by just fine without ever having to think about equality — or his own privilege. That comfort has made it easy for men to ignore the need for change. I would personally like to invite also men to attend our feminist business conference Crush at the Helsinki Stock Exchange Building in May. This will be one of the topics. Ps. Not all boys are falling behind. Not those who have been raised to live in an equal society. —— Photos: Miikka Luotio The Global Gender Gap Index annually benchmarks the current state and evolution of gender parity across four key dimensions (Economic Participation and Opportunity, Educational Attainment, Health and Survival, and Political Empowerment).

Tuomarista tuli vaivihkaa naisten ammatti – Kokenut konkari pitää hassuna, että sukupuoli vaikuttaisi, Helsingin Sanomat

Judiciary at a glance in Finland.

NYTKIS research on gender violence 2024

The post “Why Are Boys Falling Behind?” Is the Wrong Question first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.

Revolutionizing Maternity Care Through AI

Katja Presnal — Thu, 26 Sep 2024 13:59:18 +0000

Did you know Finland is one of the best countries for mothers and maternity care? Finland excels in maternal health, and children’s well-being, and offers generous amounts of paid maternity leave.

Introducing: Natal Mind

Meet Natal Mind, a project that is now on its way to transferring from a university research project into a spin-off startup, looking to revolutionize maternity care through AI. Natal Mind is driven by the vision of improving maternal and parental mental health. Natal Mind is now further studying its understanding of the global maternity care landscape and invites insights from parents and healthcare professionals. If you or your partner are pregnant or planning to have a baby, consider participating in their survey. Your experiences and insights are invaluable in shaping a tool that truly meets the needs of families everywhere. Take the survey here. You can help to the way for calmer pregnancies and better birth experiences for families around the world. Thank you for your support!

University Research Project: Natal Mind

Natal Mind began its journey at Helsinki’s maternity and child health clinics in 2022, as part of the Biodesign Finland program at Aalto University’s Department of Neuroscience and Biomedical Engineering. Its mission? To address the unmet needs of families navigating the complexities of childbirth. The “mother” of Natal Mind, Annika Järvelin, immersed herself in the realities faced by families before and after childbirth. Through careful observation and interviews with healthcare staff, she uncovered significant gaps in support systems. This insight catalyzed the creation of Natal Mind, a project that aims to enhance emotional well-being during one of life’s most transformative experiences. Recognizing the potential for change, Annika assembled a talented team and initiated a research project focused on emotion tracking and patient experience outcomes. The team includes OB/GYN Aura Pyykönen and Psychologist & Psychotherapist Riikka Lemmetyinen. This powerful team of women partnered with the HEMA Institute of Healthcare Engineering, Architecture, and Management at Aalto University, and they began developing innovative solutions to support families through the childbirth journey.

Pioneering Technology

With an initial grant of €700,000 from Business Finland, Natal Mind made substantial progress. The team enhanced an existing emotion-tracking algorithm, leading to the development of an AI-powered app designed to serve as a birth coach and well-being companion. This funding facilitated clinical trials for pregnant women. Early clinical trials yielded promising results, revealing a notable decrease in the fear of childbirth among app users, contrasting sharply with the control group, which experienced heightened anxiety. Feedback from healthcare professionals and parents globally underscored the urgent demand for such a solution, reinforcing the app’s potential impact.

The Path Ahead

As Natal Mind prepares to transition into an independent startup, the momentum continues to build. The team has recently recruited 200 participants for an ongoing clinical trial in collaboration with Helsinki University Hospital, aiming to further evaluate the app’s effectiveness. Participants are monitored from three months before to three months after childbirth, with many utilizing activity trackers to enhance data collection. The results thus far are encouraging: app users report a significant reduction in fear of childbirth, especially during critical weeks leading up to delivery. As the team eagerly anticipates final results, the positive feedback from users highlights the necessity of Natal Mind’s innovative approach.

Global Recognition and Support

Natal Mind’s journey has not gone unnoticed. The initiative has garnered attention from healthcare professionals across multiple countries, including the UK, US, Canada, South Africa, and more. Insights from obstetricians, midwives, and anaesthetists confirm a universal need for this innovative solution. In addition to winning the prestigious Polar Bear Pitching competition, Natal Mind is now part of two prominent incubators: the Creative Destruction Lab (CDL) and Health Incubator Helsinki. These programs provide crucial mentorship, resources, and opportunities to refine their business model using real-world data, further solidifying their position in the healthcare innovation space.

Call to Action: Investors and Parents

As Natal Mind gears up for market introduction, they are seeking investment to bring their groundbreaking solution to families worldwide. They believe that by empowering expectant parents with tools for emotional well-being, they can create lasting positive effects on families and potentially even influence fertility rates. Expectant parents are invited to join the global survey to give frank views about the support needed during pregnancy. Anyone can help by sharing the survey link with parents-to-be. Take the survey here.

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Between the Lines – A chat with the director Jessica Prümers

Isabella Presnal — Tue, 04 Jun 2024 17:09:06 +0000

Who else loves to curl up on the couch with your favorite snacks, a warm drink, and a comforting rom-com? That is the vibe that filmmaker Jessica Prümers achieves with their latest short film “Between the Lines” a coming-of-age romantic comedy short film.

Actors Robin Lange and Anna-Lena Treue // Priyanka Kanagaraj

Jessica and I have been friends for a few years, having connected online through our love of filmmaking. This all started when I interviewed her for my documentary film, almost four years ago, after finding Jessica’s TikTok where they shared videos about starting their filmmaking journey. Since then Jessica has started her film studies in Berlin, made multiple short films, is managing marketing for one of Germany’s biggest film festivals, and has worked on sets for major productions. And most recently, she released her latest short film “Between the Lines”.

Director Jessica Prümers with actors Anna-Lena Treue and Robin Lange // Priyanka Kanagaraj

The film is set in New York and follows the story of Mia and Anto after a lighthearted encounter sparks an unexpected connection. And spoiler alert, while Mia and Anto may be in New York, this was actually filmed in Berlin at Ivallan’s Second-Hand & Exceptional Books. Between the Lines is a story of first love, “when you feel that emotion for the first time” and the fear and uncertainty that might surround that. “I identify as a gender non conforming person, and I wanted to use my platform, but also the craft that I do, to just represent and normalize queer love.”

Queer love represented

Jessica told of the film’s inspirations, such as All Too Well, Dash and Lily, and The Chilling Adventures of Sabrina. However, HBO’s adaptation of The Last of Us was the biggest inspiration. For those unfamiliar, the show follows a post-apocalyptic world with zombies. Now what does a zombie show relate to a coming-of-age romantic comedy? The importance of representation of queer love. “I don’t see this often, but in The Last of Us, the way [director] Neil Druckman portrays queer love as just a normal thing. It’s just a normal relationship such as every other character that might be heterosexual. And that inspired me to do more.”

Detail from the film // Priyanka Kanagaraj

In recent years, the television and film industry has increased the representation of queer love on screen. Still, as Jessica pointed out in our conversation, it is often centered as a problem. Queer love is more seen as something a character has to struggle with, an issue they have to solve, something they need to adapt in society. Queer love is also a first love, being parents, or just surviving a zombie apocalypse. “I initially said it’s [Between the Lines] is a love story about queer love, but at the end of the day it’s just a love story short film because everyone can relate to how uncertain and unfamiliar and exciting the first time we feel this emotion can be.”

Making of the film

Jessica and I both love behind-the-scenes documentaries and naturally had to delve into what happened to make her newest short film. The journey started in March of 2023 when Jessica began making the pitch deck and film treatment, as well as writing and rewriting the script with Ayesha Khan. “I think generally it is so important to have a good pitch deck that’s aesthetically pleasing because that’s how I got most of the people in the crew. I had this Avengers Assemble moment of all these cool people in my head. And then I don’t know, for some magical reason, it all filled out perfectly.”

Assistant Director Delicia Goh // Priyanka Kanagaraj

What I noted as soon as behind-the-scenes content started being published was the diversity, with women and gender non-conforming members being highly represented amongst a diverse, multi-cultural crew. This was no accident. Jessica was intentional in finding the right people for the film. “I always look out for this, like we talked about this years ago, and there’s still way too little representation that hasn’t changed much. We’re the next generation, right? We’re the rising next new Hollywood, and I’d rather do it right, right now with the limited resources, and continue to do so going forward. I mean if they can’t do it up there, then we have to do it.” In keeping with this ideal, a majority of the department heads in “Between the Lines” are women, and the queer characters in the story are portrayed by queer actors. For those who love film lore, Between the Lines also has around 15 “easter eggs” from a hand tattoo, cards in a pocket, or the way a red scarf is tied. These little details come from other films, or favorite books from actors Anna and Robin, as well as an homage to director Greta Gerwig. Between the Lines premiered online on June 1st, marking the start of Pride month, and the team will be starting to share more behind-the-scenes content about the film on their Instagram @BetweenTheLinesShortFilm Jessica plans to continue to incorporate queer love into her work, though their future work will not be romantic comedies. Rather their work will be sci-fi, and Jessica will be directing Star Wars productions before long. You can follow Jessica on Instagram @JessicaPrmers or TikTok @DirectedByJess All photographs by photographer Priyanka Kanagaraj.

The post Between the Lines – A chat with the director Jessica Prümers first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.

Movie Star Emma Thompson Speaks Up Why Film Production in Finland Should Be Supported

Katja Presnal — Sun, 31 Mar 2024 16:59:55 +0000

Filming in Finland: Snow and cinematographic landscapes

The Finnish landscape is typically the one that draws filmmakers to Finland. Sometimes it’s simply the snow, which has become less predictable in many other parts of the world, because of climate change. I like following Film in Finland on LinkedIn, they feature unique filming locations in Finland. It would be easy to say that the landscape alone is a reason to film in Finland.

Levi Kumputunturi. Credit Visit Levi.

Dame Emma Thompson was in Finland this winter filming a film called The Fisherwoman. The Fisherwoman is about a widow who, while trapped in a blizzard, interrupts the kidnapping of a teenager. The film takes place in Minnesota but they opted to film the exterior shots in Finland, for Minnesota’s lack of snow. Emma Thompson was so impressed by the Finnish film crew and professionalism, that she wrote a heartfelt letter to Finland, published in the local newspaper, Helsingin Sanomat, yesterday.

Emma Thompson enjoying winter in Finland. Photo: Greg Wise

The flattering words about filming in Finland, and the professionalism of the local film crew took over the local and global news, and even the president of Finland, Alexander Stubb, called her yesterday to thank her for the kind words, for trusting Finns, and he welcomed her to come back to Finland anytime. A surprising gushing love letter for the Finnish film industry by an award-winning movie star like Emma Thompson comes at the right time.

“I would give anything to get the chance to work here again and therefore thank everyone who is working so hard to keep the AV incentive alive and kicking. I would encourage colleagues in my industry with all my heart to locate productions here – if you need dramatic landscape, it is here, if you need brave-hearted, highly sensitive and indomitable crew people, they are here, if you need comfort and a homely life, it is here. I will always be grateful for my time in Finland – I write this on my last day which I am lucky enough to be spending with friends who have a smoke sauna and an ice-hole. A final blessing from the country that I have learned to love so much and which I will miss with every fibre of my being.” Emma Thompson

Finnish Film industry in the global limelight

The film industry in Finland has had its moments in the limelight. Finnish movies are seen at the world’s most important film festivals and the export revenue of movies and Finnish TV productions has had a nice growth spur. In 2023 three domestic films made it to the cinemas worldwide: Jalmari Helander’s Sisu, Taneli Mustonen’s The Twin, and Aki Kaurismäki’s Fallen Leaves. Fallen Leaves gained and won multiple film awards last year, and was even nominated for Golden Globes, and shortlisted as top 15 foreign films for Academy Awards. Three movies making it in the international cinemas might not sound for that many, but for Finland, that’s huge.

Film production in Finland

Foreign production in Finland has had exciting moments as well. Personally, I am the most excited about the production of The Summer Book movie, an adaptation of Tove Jansson’s book with the same name. The Summer Book stars Glenn Close as the lead actress, and it’s produced by Case Study Films, the production company owned by director Charlie McDowell, Alex Orlovsky and Lily Collins. The Summer Book was filmed in the Turku Archipelago last year, in the scenery of where I grew up. I am a huge fan of Finnish author, artist and feminist icon Tove Jansson, the creator of Moomins, and it is exciting to see her other work produced on this scale and not only the Moomins. There isn’t a release date for the movie yet. This is also one of the rare foreign productions in which the story is also based in Finland. The American sci-fi thriller Dual (2022) was filmed in the western central city of Tampere, pretending to be Seattle. Dual is a Riley Stearns’ sci-fi film starring Karen Gillan and Aaron Paul. The Dual was filmed during Covid in 2020, and it posed additional challenges to filming – and Finns were praised for their problem-solving ability during the unprecedented times.

“For us, choosing which country to base our production in is an over-all calculus, not just about the financial bottom line. Yes, the Finnish tax incentives are competitive: Finland offers incentives on the national level, and most of Finland’s larger cities – in our case, Tampere – also offer additional regional incentives. When you step back and look at the entire offering – not just the financial side of it – there are a lot of factors in Finland’s favor that most countries just don’t have. The fact that Finland has skilled crews, very safe working conditions, that the country over-all is very safe, and that the day-to-day quality of life is at a really high level – it’s all very attractive. Aram Tertzakian, co-founder of XYZ films in an interview with Film in Finland.

The Constellation series commissioned by Apple TV+ was filmed in Finland last year. Constellation, starring Noomi Rapace, is a sci-fi thriller series about a Swedish astronaut returning to chaos from space. The scenes that are based in Sweden are filmed in Inari, Finland. The series is rumored to be one of the most expensive TV series ever filmed in Europe, and the largest TV series ever produced in Finland. Just the production budget used in Inari was tens of times more than the typical budget size of one Finnish movie. This, of course, was major news in Finland when the filming took place. But later on, many local service providers claimed that Turbine Studios, the production company, hadn’t paid up all their bills, racking up a whopping 1 million euros (around 1,088,675 US dollars). As a result, loads of local businesses and service providers were left struggling financially. The film productions are important for the Finnish film industry for providing local film crews for large international productions, but they are also important boost for other local businesses. The film productions use local services like hotels, restaurants, transportation, guide services, equipment rentals, and more, underlining the importance of film productions for the Finnish economy. The Constellation production was enjoying production incentives from the Finnish government (but they can’t be cashed out before the invoices have been paid).

Finnish government production incentives

The Finnish government offers production incentives for the film industry, but even that was under scrutiny last year, and the Finnish film industry had to fight to keep government incentives in place. There is so much potential in Finland, but the local budgets are small, the competition is cut-throat, and when financial troubles like what happened with Constellation production happen, they pose serious risks for the entire industry. Business Finland says that the film production incentive is a maximum of 25% cash rebate for production costs. The incentive aims to boost global interest in Finland as a filming destination and to support the internationalization of Finnish companies. The budget for 2024 is 12 million euros. Eligible costs include pre- and post-production costs incurred in Finland, a maximum of 80% of the total production budget. The incentive is available for Finnish or foreign production companies for feature films, documentary films, serial fiction, and even animation productions. The incentive can be used for purchases of goods and services, and the rental of equipment and facilities for production purposes from companies liable to pay tax in Finland. In the big film production industry numbers, it’s nothing. But it has the potential of bringing film production of €48M to Finland that otherwise might not come here. Also, compared to many other filming locations in the world, Finland isn’t as expensive as it used to be. The inflation of prices in Finland has not gone up as fast as in many other locations, like the USA.

The Finnish film industry needs all compassing support

There is also a talented independent film scene in Finland that brings more diverse filmmakers that I believe would deserve the limelight. However, entry into the Finnish film industry can be a challenging one, and many recommend free labor or low-paying internships as a way to get started. Finland can be a great location to come and film when film industry unions are striking in other countries, but not many question how much free work the creatives are required to do when building their careers. Last year, our daughter Isabella Presnal applied to study documentary film in Finland, but was left out, because they only took two students in. She chose to produce an independent documentary film about helicopter pilots with a commercial angle to keep creating films despite the lack of professional opportunities for young filmmakers within the film industry in Finland. Her documentary short was produced together with No-Office Films, an independent film production company with the capacity and desire to do more movies, but mainly produces commercial work. I wish to see more incentives, grants, and possibilities for collaboration for young independent filmmakers and small independent production companies, instead of only choosing the selected few. There are also international filmmakers and creatives in Finland, that already have international connections and expertise, but often are overlooked. The Finnish film industry will have more global potential when the industry is democratized and less siloed.

Thank you, Emma Thompson

To sum it up, it’s so important that we support the Finnish film industry. Watching Finnish films, and supporting productions made in Finland. And to get a gushing love letter to the production teams here from a professional like Emma Thompson, can’t be measured in euros. Here are some highlights of the letter, read it at Helsingin Sanomat.

I arrived in Koli, Finland on the 29 th of January, to prepare for a film called The Fisherwoman. I had no idea how lucky I was but upon arrival in Koli, greeted by the piney, snow-laden sentinels that guard that magical hillside, I started to sense what a huge privilege and adventure this was to become.” Emma Thompson

I especially love how she highlights the people on the production team.

What supported me at all times was the extraordinary nature of the environment and the people. From the moment I landed, I was met with kindness and warmth, with deep hospitality and humour by people who made my stay in Koli feel more and more like home. The Finns on our crew seemed to me to be peculiarly well suited to film work. They were calm. They were confident. They worked incredibly hard and without complaint, no matter how insane the hours or the weather. All the Finns on our crew were admirable in different ways – our transport crew were amazing – driving on roads that ranged from deeply snowy to terrifyingly icy, to sludge-covered, even to muddy when the thaw went on for more than a day. They cared for us, they kept us safe, and they showed us where the best bars were, which was perhaps the most essential thing of all.” Emma Thompson

And she ends the letter saying that “shooting in Finland is more than the sum of its parts, its parts being ineffable, and its people being constitutionally remarkably suited to the demands of film. Filming is wildly unpredictable, messy, complex and frustrating. Finns make light of this. If the weather is wrong, they focus on what can we do and never on what we are prevented from doing. Their attitude – at least in my experience, is born of a resolution and a resilience that I can only guess must come with the territory.” She did sum up Finnish sisu, grit, pretty well. Featured photo: Koli, Finland, by Hendrik Morkel

The post Movie Star Emma Thompson Speaks Up Why Film Production in Finland Should Be Supported first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.

How to Make the Best Out of Conferences

Katja Presnal — Mon, 12 Feb 2024 14:46:36 +0000

This post is a translated version of a guest post I wrote for Ukko.fi. Ukko.fi is a sponsor for Crush Event. One of my highlights of 2023 was organizing the Crush Event together with Anna Pyykkö, the founder of Female Founders Finland. Over 100 women gathered to learn more about feminism in the context of business – and to network with each other. Networking is one of the best ways to achieve your dreams as an entrepreneur and to get to your career goals. We created Crush for those who want to grow their business, take charge of their future, and do good. In 2024, Crush will be over double the size, two tracks, side events, a pitching competition, and much more. We are taking over the Stock Exchange Building in Helsinki. We have created so many different ways for people to connect and make it the most impactful conference, but ultimately it is always up to you, how much you will get out of events. Here are some tips for anyone attending any conferences, but also specifically how you can get the best out of Crush. Hope to see you in May 2024!

Apply as a Speaker.

Step into the spotlight, and apply as a speaker. This way more people will see you, your name will be part of conference marketing, and over all it’s good for your personal brand. We typically get up to 100 speaker applications for Crush, and start making plans for the next event around 10-11 months before. We host several panel discussions, and some topics are very popular, and fill up quickly, but for some topics, we still add speakers up to one month before the event.

Join as a Sponsor.

Sponsors get visibility at the event, and usually also on event websites and social media. It’s a great way to get yourself and your company in front of the entire audience who is attending and the numerous additional people who are considering attending. Without sponsors and partners, we can not host our events, so we do our best to create experiences that our attendees love, and that there is a win-win for the attendees and sponsors. This means that we work with relevant brands, and know that the sponsorship gives you a great return on your investment. There are multiple ways to sponsor and partner with us, and most of them include online visibility as well, so your company and you can engage with Crush attendees all year round.

Partner with Us.

Many events take volunteers, need media partners, or need event production crews or catering. Many events also offer gift bags for attendees and are looking to fill the bags with relevant gifts. We at Crush work with event professionals like Noste Productions, and with many other vendors and partners. Our team is super small, and our hands are full, so we outsource and partner for mutual benefit where we can. Let’s join forces in a way that benefits your business and ours.

Buy the Correct Ticket. Like the Crush Founders Networking Ticket.

Make sure you buy the correct ticket to the conference. Many conferences have side events, the ability to network with other attendees on a virtual platform or the possibility to attend workshops or pitching events. There will be GREAT networking opportunities anyway at Crush, but we made it even easier with the Founders Networking Ticket. Take advantage of dedicated networking opportunities, special seating, and virtual networking. This gives you golden opportunities to meet like-minded individuals, exchange ideas, and expand your professional network on VIP seats.

Follow conferences on Social Media and be Active.

Get active on social and know who else is part of the conference community. We feature amazing people, stories and information on our social media all the time. See who follows and engages with us on social media. They are rebel leaders who believe in our mission, and people who get things done. Follow each other, connect, and reach out. Let us be the easy bridge that connects you. Follow Crush.Movemet on Instagram.

Easy Social Media Tips.

Networking can be as easy as sending a message “I saw you are following Crush too, I really like their message of supporting other women” or “We both commented on the latest post by Crush Movement, are you going to their event in May?” Or create posts about the conference you will be attending. Good post ideas about Crush:

“I just bought a ticket, who else is coming?” Introducing yourself, and announcing you will be at the event, and connecting with others who will be there.
“I’m looking forward to…” Sharing your excitement and what you would like to receive at the event.
“Any other…. coming to Crush?” Fill in the blank with whom you would like to connect.
“My favorite speaker…” Gets the attention of the speaker too, and allows you easily get connected or noticed by one or more of our amazing speakers.
Remember to use and follow our hashtags: #CrushMovement and #CrushEvent2024

Think about your Personal Brand.

To get the most out of networking, think about your personal brand first. I’m sure you already know how to introduce yourself and your company well, but there is much more to personal branding. The most important thing is that you know your own long-term goals and know how to communicate them to others. A funny thing happens when you start telling others about these big goals, you almost have to start acting on them and making them happen.

Know your SWOT and Objectives.

Do a SWOT analysis of you and your business, where you review your strengths, weaknesses, opportunities, and threats. When thinking about your personal branding, you can think about how to highlight your strengths more. It is also good to recognize weaknesses and thus systematically start thinking about how you can get concrete help to develop them. Threats can also become smaller when you dare to think about different solutions through your networks. Even a competitor can become a partner – for example, you could even split an Expo Booth at Crush together and it’s a win-win for all. Keep your goals big and have clear objectives for what you want to accomplish, and remember that the same results can be reached in many different ways – or through many people in different networks – so don’t get too locked into just one way. Knowing yourself better will help you to network better with an open mind!

Update your Social Media Profile or Bring Business Cards.

Make sure your social media profiles are up-to-date. Or bring business cards. It’s good to have a fresh photo of you on social media, making it easier for people to connect with you after meeting you at the event. Many people also check the social media channels during the event. Post during the day, or at least the day before or on the morning of to announce you will be attending the event. It will be easy for someone to approach you via social media and suggest meeting up.

Just say “Hello”.

Approachability is key. Smile, maintain eye contact, and be open to starting conversations. Remember, everyone is there to network, so don’t be afraid to start discussions. And hey, we ALL lived through Covid, and then have been working at home even after that, so all of our networking skills can be a little rusty. Let’s try all of us to have more open minds, and make it easy for each other to connect. Smile. Say hello. Say something about the weather. Ask if this is your first Crush or what challenge in the world you would like to solve. And when someone does this, answer back. Walk up to Expo booths and connect with people at the booths – they are just waiting to know more of you!

Connect on LinkedIn.

When you meet new people, make a habit making sure you are connected on LinkedIn. This provides you with an easy way to stay in touch. If you don’t use LinkedIn regularly, then ask their Instagram or TikTok handle, but don’t leave it after the event to stalk your new friends online. Boldly say “I want to stay in touch and make sure I am following the correct account.”

Engage with Speakers.

Don’t hesitate to ask questions during Q&A sessions or approach speakers afterward. This direct interaction can lead to valuable connections. You can even do research on our speakers before the event.

Follow Up.

Within a day or two after Crush, reach out to the connections you made. Express your pleasure in meeting them and reference specific points from your conversation to make your message more personalized. Don’t leave things hanging and trust luck, but take action and connect with people. Even if you didn’t connect with someone at the event, message them “I noticed you attended Crush as well, unfortunately, we didn’t get to talk there, but I would like to get connected with you.”

Review and Reflect.

Take some time to review your notes and reflect on the event. What did you learn? What connections were most valuable? Use this insight to refine your networking strategy for future events and your actions you want to take next. We always send a survey asking your opinions about the event, and really appreciate your feedback. We will make improvements to the event based on your feedback.

Take Action. Be the Rebel.

You will get ideas of action, or make new important connections. If you discussed potential collaborations or business opportunities, follow through with any promised actions. Make small changes in your everyday work and join us being rebel leaders who are building this world more socially sustainable and equal for all. In a world where people are only looking for themselves, it’s pretty rebellious to be helpful, kind, and growing your community in a way that benefits everyone around you. The good will come back to you. Learn more about Crush Event and be part of the movement.

The post How to Make the Best Out of Conferences first appeared on Skimbaco Lifestyle | Nordic lifestyle magazine.