Finnish Newspaper’s Ugly Christmas Sweaters Depict Ugliest News

Posted on by Patty Odell

A Finnish newspaper has knitted itself into the ugly Christmas sweaters movement to show off its reporting chops with a series of unfashionable jumpers depicting some of the ugliest news reports of the year.

ugly christmas sweaters
Nobel Peace Prize laureate and mediator noted for his international peace work Martti Ahtisaari (right). He was also the tenth president of Finland.

One of the largest newspapers in the Nordics, Helsingin Sanomat, has launched the #uglytruthsweaters social campaign under the tag line, “The truth may be ugly, but it never goes out of style.”

The topics depicted on the jumpers include climate change, ocean plastic, war, sexual harassment and technological manipulation, The Drum reported.

“Truth is the cornerstone of journalism, no matter how ugly it is,” said Kaius Niemi, the paper’s senior editor-in-chief. “We can’t shy away from topics that are difficult, in your face or hard to swallow. That’s why this Christmas we are wearing them on our sleeve, literally. It is our responsibility to bring these matters into the public consciousness and keep them there as long as they remain unsolved.”

Other articles you might enjoy:

The topics on the sweaters will support articles written in the newspaper that tackle each of the topics. The Finland-produced, limited-edition sweaters are 100-percent wool. They are also being sent to people fighting to resolve some of the issues, including Nobel Peace Prize winner Martti Ahtisaari and #MeToo movement founder Tarana Burke. TBWA\Helsinki handled the campaign.


Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…


PRO Awards


Click here to view the 2021 winners.
Information on 2022 coming soon!

CHIEF MARKETER 200 Winners Announced

CM 200

Click here to to view the full list of the 2022 winners!