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.
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.”
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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.