The joint search campaign "Tuu follows suit" will delight in outdoor advertisements in the Helsinki Metropolitan Area, Turku and Tampere in February

The second-stage joint application will start on February 17, 2026. During the same week, you can spot the "Tuu teike perässä" attraction campaign in the Helsinki Metropolitan Area, Turku and Tampere on digital advertising screens on public transport, at bus stops and in shopping centres.

The construction industry's joint search campaign "Tuu teike perässä" has been running on social media channels since December, with TikTok selected as the main channel. The campaign focuses on those channels where we best reach young people under the age of 18.

Outdoor advertising is an excellent alternative to social media advertising, as it allows you to reach young people who travel by public transport and spend time in shopping centres. With advertising screens, it is possible to get several views during one trip. In fact, you can get up to a million views per week for one ad.

The regional limitation of outdoor advertising was made for budgetary reasons and according to where the need for construction workers will be greatest in the future. The Helsinki Metropolitan Area has also been the most challenging to attract applicants for vocational studies in the construction sector.

The "Tuu teike perässä" advertisement will run in the mornings and evenings in approximately 900 different locations in metros, bus stops and shopping centres. The outdoor advertising campaign targets the start of the joint application period from 17 to 24 February 2026. The campaign will be visible on social media until mid-March, when the joint application for higher education institutions ends.

The outdoor advertising uses a 10-second silent video clip, which is a sparkling compilation of the campaign's social media faces and characters created with artificial intelligence.