Keeping distance is rooted in Finnish DNA. Even before the Covid-19 crisis, we’ve seen images of Finns waiting at bus stops six feet apart. When governments around the world are planning to gradually lift restrictions it is important to remind even the Finns that keeping the distance is still crucial. HOK-Elanto, one of Finland’s biggest retailers, has actively communicated about safety during grocery shopping and now they continue their work with an insightful print ad that demonstrates the preferred distance.

The print ran in the nation’s biggest newspaper Helsingin Sanomat on 8th of May.

This week the Finnish government announced that some of the restrictions will be gradually lifted during the next month but keeping the safe distance is still crucial. Alleviating restrictions does not mean that life will be back to normal and it is still important for people to protect themselves by keeping the six feet distance.

Instead of just telling or teaching people how to act we wanted to let them experience it. We believe that by doing this we will leave a stronger imprint and more people will remember our important message.

https://www.adweek.com/creativity/you-can-only-read-this-social-distancing-ad-when-youre-6-feet-away/

https://www.lbbonline.com/news/clever-print-ad-uses-optical-illusion-to-remind-people-to-keep-their-distance-in-grocery-stores

https://www.thedrum.com/creative-works/project/tbwa-distance