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Elisa: Word

Finland is rated within the top three countries in literacy globally. Yet nearly every fifth 15 year old boy finds it difficult to write a proper job application – or expressing his feelings in a love letter or a rap song.

This is why we worked with Elisa to kick off WORD, an initiative to find new ways of reading and writing for teenage boys. Mikael Gabriel served as a perfect face for the campaign, his own background resonating with themes of the initiative.