The Responsible Summer Job campaign is named the non-profit communication activity of 2011

Alma Media Corporation    Press Release    April 3, 2012, at 10.00 (EEST)

THE RESPONSIBLE SUMMER JOB CAMPAIGN IS NAMED THE NON-PROFIT COMMUNICATION ACTIVITY OF 2011

The Finnish Children and Youth Foundation, Alma Media and Monster.fi’s Responsible Summer Job 2011 campaign was selected as the non-profit communication activity of 2011. The jury gave special credit to the campaign for providing more opportunities and better future prospects for young people. The best non-profit communication activity is selected annually by Yhteiskuntaviestinnän yhdistys (the Finnish Association of Non-profit Communication). The summer job campaign shared first prize with EHYT Ry’s (Preventive Work in Substance Abuse) campaign, which seeks to ban aspirational advertising of alcohol.

“Youth employment is one of the most important things for balanced social development, both in Finland and around the world. If we cannot offer opportunities for the young now, in a couple of years we will be facing a challenge on a significantly larger scale. This recognition is a sign telling us that the theme we are dealing with in our campaign is highly topical. Warm thanks to the companies involved – this prize is for the most part a recognition of their foresightedness!” says Sari Baldauf, the face of the campaign in 2011.

The Responsible Summer Job 2011 campaign challenged employers to provide more and better jobs for young people. All employers ready to commit to the principles of responsible summer jobs are welcome to join the campaign. Seventy-four employers participated in the campaign, and the total number of summer jobs was almost 16,000.

Youth employment has been the topic of many debates lately and reducing unemployment is one of the central actions in the Finnish government’s plan to prevent social exclusion. For the young, the first work experiences gained in summer jobs or internships are important steps in moving towards the job market. The Responsible Summer Job campaign highlights the fact that young people should be able to develop their expertise and work experience starting from their first job.

The campaign will grow in 2012
The campaign continues in 2012 and aims to double the number of participants and its media visibility from last year. In addition to Alma Media and Monster.fi, the campaign features Sonera as the main partner, as well as several new experts and partner companies. The leading figure for the campaign in 2012, the Chairman of the Board of the Confederation of Finnish Industries Ole Johansson, stresses the employers’ role in coaching young people in preparation for working life:

“We want to remind companies of their responsibility for raising a new generation of employees. Finland cannot afford to lose the expertise or the contribution of a single individual. A summer job is the most secure way of giving a young person a chance to learn new things and start a career.”

Further information
Antti Järventaus, Development Manager, Finnish Children and Youth Foundation, tel. +35850 364 6410
Riikka Poukka, Corporate Responsibility Manager, Alma Media Corporation, tel. +35810 665 2800
Maria Soini, Marketing Manager, Monster.fi, tel. +35810 665 2723

Link: Campaign website: www.nuori.fi/kesaduuni (in Finnish).

The Finnish Children and Youth Foundation in brief
The Finnish Children and Youth Foundation is an expert in young people’s life skills, promoting children and young people’s well-being and preventing problems. The foundation, which was set up in 2001, operates in Finland as well as in several developing countries. The FCYF challenges companies to put efforts into increasing the life quality of young people and offers them ways to execute their corporate responsibility. Read more: www.nuori.fi.

Alma Media in brief
Alma Media is a continually renewing media company whose best-known brands include Aamulehti, Iltalehti, Kauppalehti and Etuovi.com. Alma Media employs around 3,000 professionals. Net sales amounted to EUR 316.2 million in 2011, and operating profit was 13.3 per cent of net sales. Alma Media’s shares (ALN1V) are listed on the Helsinki Stock Exchange of the NASDAQ OMX. Read more: www.almamedia.com.

Monster in brief
Monster is the world’s largest online job search service and the market leader in its field in Finland. Monster.fi attracts over 90,000 unique visitors with per week (TNS). You can search for jobs through Monster in over 60 countries. Monster’s owners are Alma Media Corporation (75%) and Monster Inc. (25 %). Read more: www.monster.fi.

Business partners
Several players who share an interest in young people’s job opportunities are involved in making the campaign happen. The unions involved are the Confederation of Finnish Industries (EK), the Economic Information Office (TAT), the Finnish Association for Human Resource Management – HENRY ry, ProCom – the Finnish Association of Communications Professionals and the Finnish Business & Society ry (FiBS). The student unions The National Union of University Students in Finland SYL, The Union of Students in Finnish Universities of Applied Sciences SAMOK and the Finnish Vocational Students’ Association SAKKI will speak for young people. The campaign is also supported by ABB, DNA, YIT and ISS services.

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