The idea of the campaign: Authorities are often viewed as Belle Busybodies, issuing pointless warnings and trying to spoil everyone's fun with unnecessary restrictions - the idea was to use this image in our campaigning and give the sympathetic and cheerful Belle Busybody our public face. Johanna Salomaa-Valkamo, communications director, Finnish Safety and Chemicals Agency.

1. Turvallisuus- ja kemikaalivirasto (Tukes)
Johanna Salomaa-Valkamo
Communications director
Young people and
chemicals –
theme year 2015

2. •Turvallisuus- ja kemikaalivirasto
Who on Earth is Belle Busybody?
Johanna Salomaa-Valkamo 2
• Belle Busybody is the public face of the Finnish
Safety and Chemicals Agency's (Tukes) chemical-
related communications theme year, which is aimed
at young people.
• In 2013, Finland organised the first national
communications plan for dangerous chemicals– led by Tukes.
• The annual theme for 2014 was children and families with
children. In 2015, the focus shifted to communicating with
young people on the chemical risks in their environments.
• The aim of systematic communications on chemicals is to
improve chemical safety by distributing reliable information
and getting the related issues into public discussions.

3. •Turvallisuus- ja kemikaalivirasto
Let me introduce myself:
Belle Busybody
Johanna Salomaa-Valkamo 3

4. •Turvallisuus- ja kemikaalivirasto
The idea of the campaign
Johanna Salomaa-Valkamo 4
• Authorities are often viewed as Belle Busybodies, issuing
pointless warnings and trying to spoil everyone's fun with
unnecessary restrictions - the idea was to use this image in our
campaigning and give the sympathetic and cheerful Belle
Busybody our public face.
• Trying to avoid any sense of pretending to
be young, since youths would easily see
through the falseness of such an approach
• A fresh and genuinely new approach!

5. •Turvallisuus- ja kemikaalivirasto
About Belle
Johanna Salomaa-Valkamo 5
• Busy Belle is enthusiastic and
concerned about many issues,
but she always takes a relevant,
informative and friendly approach.
• For advice, she turns to the expertise of the Market Surveillance
of Chemicals unit at Tukes and points people to the right
sources of information.
• A story-based approach is a key part of the Belle Busybody
communications concept – she has a goddaughter and friends,
she meets and talks to people, posts features online on all sorts
of life-related issues and builds her own persona through
various communications channels.

6. •Turvallisuus- ja kemikaalivirasto
Focus on cosmetics and especially on…
Johanna Salomaa-Valkamo 6
Hair colours
junk jewellery
false lashes
gel nails
tattoos
clothing
• The key message of the campaign is "think first“
• We want to make young people aware of the risks associated
with issues such as colouring hair, using make-up and other
forms of decorating oneself, so that they can make informed
choices.

7. •Turvallisuus- ja kemikaalivirasto
www.sussiunatkoon.fi (in English ’goodnessgracious’)
Johanna Salomaa-Valkamo 7
• Belle Busybody's own website www.sussiunatkoon.fi Lots of
easily understood information on chemical-related issues,
chemical abbreviations and other important topics
– Encouraging young people to become familiar with hazard
pictograms and user instructions
– links to social media channels, quizzes,
challenges, large information package

8. •Turvallisuus- ja kemikaalivirasto
Twitter
Facebook
Instagram
Johanna Salomaa-Valkamo 8

9. •Turvallisuus- ja kemikaalivirasto
Infographics and memes
Johanna Salomaa-Valkamo 9

10. •Turvallisuus- ja kemikaalivirasto
And some photos…
Johanna Salomaa-Valkamo 10

11. •Turvallisuus- ja kemikaalivirasto
Contact allergies
brochure
Johanna Salomaa-Valkamo 11
Tukes has published the "Contact
allergies – 5 facts and tips" brochure
Practical advice on
how to minimise the risk of
developing allergies.

12. •Turvallisuus- ja kemikaalivirasto
Feedback and experiences
12
• Very positive feedback from other authorities and the
general public – the campaign idea is
considered fresh and interesting
• The campaign has got a lot of positive media
attention
• Belle has attended several events, including
two rock festivals in summer and one fair
(I love me) in autumn
• Tens of thousands of people have visited the campaign’s
www.sussiunatkoon.fi website and hundreds of people
follow Belle and the campaign on Facebook, Twitter and
Instagram, where Belle makes frequent updates
Johanna Salomaa-Valkamo

13. •Turvallisuus- ja kemikaalivirasto
Materials mainly in-house production
Johanna Salomaa-Valkamo 13
• Belle has made more than 55 video
blogs with her goddaughter about
the use of chemicals and other
safety matters
> the videos have been watched
by 50 000 people
• Belle has visited schools and
institutes and met dozens of
other interest groups,
including Cosmetics Industry,
bloggers, church etc. In reality a Communications
Officer at Tukes, Belle Busybody
together with her friends (and
colleagues at Tukes)

14. •Turvallisuus- ja kemikaalivirasto
The most popular videos
Johanna Salomaa-Valkamo 14
Belle BusyBody: Check me feat.
Goddaughter
Belle’s goddaughter takes extension
eyelashes.
Belle Busybody plays Alias game with
her chemical expert friends.

15. •Turvallisuus- ja kemikaalivirasto
www.sussiunatkoon.fi
www.facebook.com/sussiunatkoon
www.twitter.com/sussiunatkoon
www.instagram.com/sussiunatkoon
www.youtube.com/c/TukesinKukkahattutäti
For more information, please visit the following sites:

16. •Turvallisuus- ja kemikaalivirasto
Thank you!
Johanna Salomaa-Valkamo
Johanna.salomaa-valkamo@tukes.fi
Twitter&LinkedIn: @salomaavalkamo