The “Trout story” campaign reached more than a million people in Finland

Trout is a diverse species in terms of its migratory behaviour and genetics. While a large part of trout populations have been lost, the species can still be restored. As everyone can help protect trout populations and their habitats, we conducted the “Taimenen tarina” (Trout story) campaign in 2023.

The goal of the campaign was to increase people’s awareness of the poor situation involving migratory fish and the importance of protecting biodiversity in flowing waters. The campaign encouraged everyone to take action in local nature. Its key messages were respecting aquatic environments, breaking down barriers in the way of migration, and sustainable fishing.

Campaign videos were broadcast for a week on the channel Yle TV1. According to Yle’s estimate, the TV campaign reached roughly a million people. In addition, campaign content was shared in Luke’s communication channels, and targeted marketing messages were posted in Meta services (Facebook and Instagram). The organic social media content covered roughly 40,000 users and paid content some 400,000 users. In total, the campaign reached almost 1.5 million people.