2. 2
Our Vision
We wanted to challenge extremism through
integration and education.
Have an impact on the lives of real people.
Connecting people

3. 3
Target Audience: Asylum Seekers
Asylum seekers 2014 vs. 2015.

4. 4
The Path of the Refugee
Escapes horror of
home country
Seeks asylum in a
new place
Tries to
integrate into a
new society
If they feel
unwelcome or lack
of belonging
Becomes
Frustrated and
loses hope
Goes back to
home country
→ is at risk
Alienates from
society → is at risk
This is where we
have to succeed

5. Experienc
e
Lack of information (City & Country)
Local people’s negative attitudes
Lack of activities in the reception center
Lack of contact with locals
The main problem is that poor integration
leads to radicalization and violent
extremism

6. Experienc
e
Strategic Approach:
Offline to Online
Social
media
Mobile
service
Events and offline
activities
Awareness
, interest &
opinion
change

7. Experienc
e

8. Events:
United by Football
United By Food – International Dinner
Suit up asylum seekers (Secret Santa)
Bring cultures together
Create media awareness
Bring people online after events
Goals:

9. Experienc
e
Online Presence
Goal
s
0
1
Interaction between Finns
and foreigners in Finland
03
Promotion of our online
and offline events
0
4
Sharing material collected
from events and daily life
05
Raising awareness of the refugee
situation and effecting opinions
How to achieve
these?
Supporting channel – Attracting
opinion leaders
Supporting channel – Visual content
Main channel – information
and discussion
Websit
e
Official presence
Supporting channel – Video content
Channel
s
Challenging extremism by
promoting integration02

10. 10
Website
Choose your Future website
functioned
As the official
presence
For our
campaign
Home page
Social Feed
Ask Anything
About Us
Get Involved
About Turku &
Welcome
package
Events
Event Calendar

11. 11
Interaction between Finns and
Foreigners in Finland
Starting important discussions
Participating in current discussions
Promoting offline events
Sharing information

12. 12
Positive posts and
attitude, unite not
divide
Using call to actions in
posts
Frequent posts,
averaging 2,3 posts
per day
Taking real-life events
into consideration
Adding Arabic
translations when
possible

13. 13
Versatile posts:
pictures, videos,
articles, stories,
interviews etc.
Quick response to
comments and
messages, resulting
in <4 min average
response time to
messages
Posting and
commenting on other
related pages
Using call to actions in
posts

14. 14
metrics
Likes:
2663
Post Reach:
297 771
Unique Reach:
347 806

15. 15
results
Metrics
paid
advertising
Campaigns
16 in total
Ad sets
39 in total
Ads
198 in total
316,385 Impressions
134,211 People
reached
Avg. CPA
(all actions)
€0.034
35,914 Actions

16. 16
Supporting Channel
We tweeted to
Minister Stubb and he
tweeted back and
followed us!
01
Attracting Opinion
Leaders in Finland
02
Participating in on-going
Conversations in Finnish
and in English
03
Generating Traffic and
Raising Awareness
@alexstubb: Alexander Stubb, Finance Minister of
Finland. 249 000 Followers
@rikurantala: Riku Rantala, Journalist and
adventurist. 106 000 followers
@villeniinisto: Ville Niinistö, Party Leader the
Greens. 36 900 Followers
@imagelehti: Image-magazine. 13 900 Followers
@yanarozan: Ozan Yanar, a Finnish politician.
6791 Followers
@FCTPS: FC TPS Turku · Professional football
team. 5058 Followers
@FeldtRanta: Maarit Feldt-Ranta a Finnish
politician. 4817 Followers
@vaestoliitto: Finnish support organization for
families and young. 4645 Followers
3042
Page reach
24800
Tweet views
59
Followers
314
Number of engagements
2082 views
for this
tweet!

17. 17
About City – Integration
AppA solution for faster integration
Get involved
Online discussion
Events calendar
Interactio
n
Everyday life
Top things to know
Important places
Sports & leisure
Informatio
n

18. Experienc
e
Let’s take a closer look at
About City
Crystalize information Make it fun and
easy to learn
Make it visual Translation to Arabic
+ other languages

19. Media Exposure
Media pieces in total:
14
Our story was shared in
these media publications
Media Impact
Our project in
web media
United by Food on
the radio
Our project in print
media
About Turku on
local TV
.

20. 20
Our legacy
About TurkuEvent calendar Restaurant daySocial media community

21. “Choose Your Future is a great example of how academic
enthusiasm, voluntary work and digital innovations can help in
solving our complex problems. Social media and the free flow of
information are one of the causes for large scale immigration.
They can also offer solutions.
Innovation has been the most significant driver for development,
and fostering it is crucial for turning the challenge of immigration
into an opportunity - in Europe and worldwide. Integration is the
best tool against extremism. I strongly encourage Choose Your
Future and other similar projects to help immigrants integrate
and eventually contribute.”
Petteri Orpo
Minister of the Interior
Finland