Paras kampanja
In a bold and unexpected move to tackle Helsinki’s litter problem, we turned to the most unlikely of allies — the seagulls. Often seen as antagonists, these birds have now become the seaside city’s unexpected heroes, demonstrating that keeping Helsinki clean is so simple that even seagulls can do it, benefiting both people and wildlife.
Like many major cities, Helsinki faces a persistent litter problem that affects not only the aesthetics of the city but also its environmental health. Each year, the city spends millions combating litter, which degrades the quality of life, comfort, and enjoyment for residents, tourists, and wildlife.
Challenge
People often litter because they underestimate the impact of a single piece of trash. After all, one piece won’t make a difference, right? What they do care about, however, is how their tax money is spent. So, we decided to use it in the most stupid way imaginable — by training seagulls with the help of a professional animal trainer to clean up people’s trash.
Yes, it sounds absurd and costly, but spending millions on cleaning up after people is even more absurd and costly. So, we flipped the narrative: seagulls, once seen as the very symbols of litter and mess, became the champions of cleanliness. Now, when people see a seagull in Helsinki, they don’t just think of scavenging birds; they think of tidiness and a litter-free city.
A cleaner city not only enhances the quality of life but also keeps harmful trash out of nature and the sea, ultimately benefiting both people and wildlife.
