A-lehdet: eeva.fi
Do you fit the picture of a woman?
Watch the case film
“The mission of eeva.fi is to free women from shame, the control of others and the feeling of inferiority. That allows for a more liberated, equal and overall happier world for all genders.”
Mari Paalosalo-Jussimäki, Chief Editor of eeva.fi
Background
A-lehdet launches a new relevant media for the women-minded. Eeva.fi is a communal digital platform, which handles topics beyond the conventional female media.
The platform does not limit women’s interests to the categories of beauty and gossip, but also includes society, economy, politics and technology among other important topics with the female perspective in mind.
Moreover, it also acts as a meeting place for women, as it is an interactive platform where the users can also take part in the conversation instead of passively observing the journalists’ content.
Our task was to bring 25-40 year old women’s attention to the new interactive platform and realise its purpose.
Creative strategy
But how do women themselves see the picture of a woman in our society? And furthermore, do they fit into it?
On behalf of A-lehdet we conducted a study into the present day perception and the future vision of the female image in Finland and found that the picture of a woman is too narrow for most women to fit in, therefore, creating unnecessary pressure and insecurities within them.
Eeva.fi is not only catering to the society’s perception of a woman, but looking at all females and broadening the picture. We decided to use these results to prove the necessity of our platform.
Therefore, we created a campaign that relates to our main target group, 25-40 year old women, by illustrating that the demands on a woman are so unrealistic, that they can only be achieved artificially.
Insight
Only 29% of women identify with the general image of a woman.
A polite caretaker. A social overachiever. Someone who takes care of their appearance, appreciates beauty and is always there for their family. The mother figure of her community, who is empathetic to the problems of others, but at the same time, can be a firm leader. This is the overall image of a woman in the 21. century, as perceived by the women themselves*.
The current image of a woman is not realistic. Furthermore, this narrow image of femininity causes unnecessary pressure and insecurities for women.
*Naisen omakuva 2030 research | hasan & co carried out the research on behalf of A-lehdet on the spring and summer of 2022
Only 29% of women identify with the general image of a woman.
Only 29% of women identify with the general image of a woman.
To emphasise the necessity of eeva.fi, we decided to highlight the problem it solves. Based on the extensive Women’s Self-Image 2030 study, we found out that the society’s perception of a woman is unrealistic and narrow. Therefore, we created a campaign that highlights the need for a broader image of a woman. And that broader image exists on the eeva.fi platform.
More about the Naiskuva 2030 research
WHY?
A-lehdet wanted to create a new, unconventional media for women but first they had to understand what womanhood is all about
The goal of the research was to give A-lehdet a comprehensive view of what the Finnish image of women is like and how women themselves divide each other in relation to this image of women. In addition, we wanted to find out what kind of content women want to consume now and in the future, and how A-lehdet can meet these needs by creating a new kind of women's media that is as engaging and relevant as possible to the eeva.fi website. The goal was to identify themes and issues that are age-independent and common to the entire target group.
WHAT?
70% of women do not recognize themselves in the picture and 90% of women feel pressure regarding their own femininity
The research “Naisen omakuva 2030” produced a precise view of the framework in which the conventions of the female image are formed, what forces of change affect the female image now and in the near future, and how Finnish women perceive the ideal of the female image and their own suitability for this ideal. The “Naisen omakuva 2030” research not only dealt with the biggest pain points of women's image, but also brought out the most effective ways for different actors to shape the women's image.
The research highlighted how powerful the media is and illustrated concrete examples of the construction of the female image. 70% of women do not recognize themselves in the picture and 90% of women feel pressure regarding their own femininity. Femininity, according to the research, is most strongly defined through the role of a caregiver and taking care of one's appearance. These two aspects were also the ones to cause most pressure and feelings of inferiority among women.
The research therefore identified a huge need to change the way women are addressed and thus also to expand our common image of women.
A-lehdet boldly decided to shoulder its responsibility as a media and use its own power to expand the image of women through advertising and the content it produces. In addition to the content production for the eeva.fi launch, material was produced for A-lehdet to support their communication and media sales.
HOW?
The research delved into the topic from the perspectives of history, the present and the future, looking up to 2030 as a time span
The research consisted of elements from both qualitative and quantitative research and in addition, workshop work. In the beginning, ten expert interviews were carried out to deep–dive into the different perspectives of womanhood. These interviews acted as a base for shaping the framework for the research. Next, a joint workshop was held to select the most important drivers (already identified before). These were followed by two focus group discussions among Finnish women, in which the understanding of the phenomena was deepened through discussing everyday experiences, and lastly, a quantitative survey validating the prevalence of the phenomena among a group of respondents representing adult Finnish women.
Naiskuva 2030 research methodology
Expert interviews
Context
Forces of change
Campaign execution
In a series of ads, artificial intelligence reshapes women into the society’s perception of a woman, using the findings from the study. Proving the point that the demands set on women are so unrealistic they can only be achieved artificially.
The films starred three women forced to fit the artificial picture of a woman with the help of artificial intelligence.
We used DALL-E; a deep learning model developed by OpenAI to create the campaign's artificial intelligence-based films.
During just 3 weeks, the campaign was seen
2 million times
1/3 of Finnish women
were reached through Youtube & Facebook.
That’s half of of the Finnish female Facebook users.
Eeva.fi launch campaign is only in its beginning weeks, but has already been immensely successful. During just 3 weeks we were able to reach half of the Finnish women in Facebook, our campaign was seen 2 million times and the platform raised over 10k of new unique users and only the landing page was visited 12k times more than before the campaign.
