Finland in the World Media The Ministry for Foreign Affairs' observations about 2020 New aspects of Finns as an innovative nation have come up in the US media due to the coronavirus pandemic. – THE UNITED STATES The Ministry for Foreign Affairs' observations about Finland in the world media This survey was designed to examine the topics associated with Finland in international media coverage. It comprised all media, with a particular focus on newspapers. The information is based on observations made by the embassies and missions. In most of the missions, media-related activities were conducted alongside other work; there are 38 members of staff in all the embassies and missions that submitted replies whose full-time job involves communications and boosting the image of Finland. The missions filled in the Webropol survey between December 2020 and January 2021. A total of 78 out of 89 missions responded to the survey. The missions' view of how Finland is rated in the world media The missions rated the media 2020 opinions about Finland from 4.25 critical (1) to admiring (5). In 2020, the average overall 2018 rating was 4.25. 4.07 2019 4.05 This was an improvement of 0.2 points on the previous year. The missions' views on words and themes related to Finland 2020 2019 2018 The most prominent themes The efficient handling and innovative treatment of the coronavirus pandemic drew positive attention The coronavirus pandemic turned eyes in Sweden to The way Finland handled the coronavirus pandemic was in Finland and its social system. [...] It was clear that the news from the spring, starting with emergency supplies, the Finnish government and society had done quite and in autumn the focus was on Finland's successful strategy well in the coronavirus stress test: Finland’s citizens to control the second wave of the pandemic, especially as were protected and its society's laws and processes Finland's strategy was very different from Sweden's. – PORTUGAL worked well. – SWEDEN The high level of emergency supplies in Finland and The measures taken to fight the coronavirus in Finland have efficient measures taken to fight the coronavirus were been considered admirable while the low number of featured in a positive light in the Korean media. infections and people’s efforts to adhere to the restrictions Finland has been one of the few countries in Europe have also drawn attention. – BELGIUM and the only Nordic country to have received any positive coverage during the pandemic. – SOUTH KOREA Finland came out in a very positive light in the news about New aspects of Finns as an innovative nation have the coronavirus. – THE UNITED ARAB EMIRATES come up in the US media due to the coronavirus pandemic; coronavirus sniffer dogs, in particular, received a lot of positive coverage. – THE UNITED STATES The most critical coronavirus-related comments were related to travel restrictions On the negative side, border traffic restrictions The tightening and relaxing of coronavirus measures and their potential negative impact on Nordic in Finland has been mentioned in the news. Tourism relations. – SWEDEN in Rovaniemi was seen to have suffered because of the travel restrictions. – GREECE The restrictions on passenger traffic in the Gulf of Finland made headlines in March (state of emergency, In the summer, there was news about Finland’s strict stopping of traffic) and in May (relaxation of travel restrictions, difficulties recruiting seasonal restrictions) as well as in September (reintroduction workers, the launching of testing for travellers and of restrictions). In Estonia, the focus has been on then first about the fact that the Nordic countries had commuters, but the coronavirus also meant a crisis not made wearing a face mask obligatory, followed by for tourism in Estonia, which mainly relies on Finnish the recommendation to wear one. – SWITZERLAND tourists. Coronavirus-related news stories about Finland were published every day. – ESTONIA Finland has received much negative coverage during the coronavirus pandemic due to its closing of the border and its visas (visas were not extended, money was not refunded for unused visas and issuing of visas was suspended except for special groups). – RUSSIA The COVID sniffer dogs at Helsinki airport attracted a lot of positive attention The sniffer dogs at Helsinki airport were the single The sniffer dogs at Helsinki airport featured prominently biggest news story about in Finland in the German in the Icelandic media in late September. A few days media, featuring in the main and smaller media; there after the first news item there was an interview with were dozens of articles and TV news stories, not to a dog trainer, who said it was possible that sniffer dogs mention those on social media. The stories were positive could be introduced in Iceland within a few months if and seemed to bring joy to people. – GERMANY a decision was made to do so. – ICELAND The sniffer dogs featured in almost all of The sniffer dogs at Helsinki airport made headlines in the major US media outlets. – THE UNITED STATES Colombia, too. – COLOMBIA The sniffer dogs at the airport were reported on The sniffer dogs at Helsinki airport collected sympathy in several media. – SWITZERLAND points while showing that Finnish people were on top of things, the country's lean administration and the overall inventiveness of the people. – CROATIA The female-led government attracted positive media coverage Prime Minister Marin and the female-led The Italian media covered the five party leaders from the Government made news early in the year as they Finnish government giving speeches in press conferences. were a novelty, and later featured in the news They also noted that female-led countries were handling the about the pandemic. – SERBIA coronavirus crisis better, and Finland and Marin were also mentioned in this context. – ITALY Sanna Marin and the female-led government have been much admired in Colombia. – COLOMBIA This positive reporting trend of ’the five' government continued throughout the year, bringing along many positive news stories about Finnish gender equality, youth in politics, education, heathy and functioning political system, effective leadership during the pandemic etc. – JAPAN Sanna Marin was still the figurehead for Finland Prime Minister Marin is by far the most visible individual Sanna Marin, Prime Minister who successfully heads Finnish person featured in the Indian media. Her public a coalition government in which all party leaders are image is very positive, also in terms of handling the women. [...] named as one of the women who have coronavirus pandemic. – INDIA changed the world in 2020. The news stories highlight Marin's exceptional personal history, her success in Sanna Marin made the news both as a leader who managing the coronavirus pandemic, and her ability to handled the coronavirus crisis well as well as for her get everyone to work for a common goal. – MEXICO low-cut blazer. [...] Finland is attracting a lot of positive attention because of its young women. Marin, who is young and from a rainbow family, is a The most visible person from Finland in Czech and Slovak completely different leader from Austria' young media is definitely the Prime Minister, Sanna Marin. Media are interested in her work as well as her personal Chancellor Kurz. – AUSTRIA life. A lot of attention was attracted by the wedding of Just like the previous year, Prime Minister Marin and her Marin, a hoax about 4 days working week, Girls Takeover cabinet were portrayed in a positive light in the and a replacement of Marin by Ms. Aava Murto for one Indonesian media. The media drew attention to Marin's day, Marin and COVID 19 and a beautiful picture of Marin family background, her appearance in a Finnish fashion in her jacket. – THE CZECH REPUBLIC magazine and her inclusion in the BBC's list of the 100 most influential women. – INDONESIA Finland is known for equality The stories highlight the equality in Finland The topic of social equality is often mention in and the equal opportunities that society connection with the education system but there offers to all people. ‘Finland is a country appeared also articles about the Finnish social where all children can make something of system elaborating on topics of parental leave themselves,’ the Jyllands-Posten newspaper for mothers and fathers, men and women quoted the prime minister. – DENMARK equality and accommodation for homeless people. – THE CZECH REPUBLIC There was an article in a Kenyan newspaper The well-functioning and equal school system about the equal leave for both parents in and the high-quality teaching in Finland were Finland, and it depicted Finland as an equal also mentioned often. – MALAYSIA and family-friendly country. – KENYA The HÄN campaign promoting equality stood out in a positive way The Embassy's Hän campaign was one of the stories that made the news in 2020. When a French financial paper listed initiatives to promote equality in honour of International Women's Day, the Hän campaign was at the top of the list. – FRANCE Equality became one of the most prominent topics related to Finland's country brand in 2020. The embassy carried out a Hän campaign for equality in October and November, and a Hän-themed mural was produced in Delhi's Khan Market shopping district. The event received a lot of media attention, including India's most important English-language newspapers, raising Finland's profile as a pioneer in equality. – INDIA The presentation of the Hän award to the embassy's long-term partner [...] made positive news in some newspapers. The award, which emphasises equality, highlighted the values that are important to Finland in an upbeat manner, while strengthening ties with local partners. – CANADA Finnish school is an example in many countries In Austria, Finland has a strong reputation as a model country for education.