"Topelt ei maksa maksta“ Pension insurance and social security rights for mobile citizens – Finnish-Estonian communication campaign 5th SSC Communication Network Workshop, 10 & 11 November 2014 Monika Toiger, Social Insurance Board, Estonia Peter Lindström, Finnish Center for Pensions, Finland

1. 1
„Topelt ei maksa maksta“
Pension insurance and social security rights for mobile citizens
– Finnish-Estonian communication campaign
5th SSC Communication Network Workshop, 10 & 11 November 2014
Monika Toiger,
Social Insurance Board, Estonia
Peter Lindström,
Finnish Center for Pensions, Finland

2. Why? (1/2)
Helsinki (FIN)
Tallinn (EST)
60,000
50,000
40,000
30,000
20,000
10,000
0
…More and more Estonians have
earned a statutory pension
insurance in Finland
2007 2008 2009 2010 2011 2012
Mobility between Finland and Estonia
on a steady rise. Citizens and
workers moving especially from
Tallinn to Helsinki.
Around 100 000 Estonians living and
working in Finland.

3. Why? (2/2)
• Basic right: freedom to move
• Wage differences
• Lack of labour forces
• Well developed cross-border transport connections
• Good knowledge of the language
• Family situation etc.
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4. Why the campaign?
• How to bring necessary information on EU rules and
rights closer to the citizens?
• How to inform our common clients about EU social
security issues?
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5. Legal background (1/2)
IR:
• ”Informing the persons concerned of their rights and
obligations is a crucial component of a relationship of
trust with the competent authorities and the Member
States’ institutions.”
• “Member States shall ensure that the necessary
information is made available to the persons concerned
in order to inform them of the changes introduced by
the basic Regulation and by the implementing
Regulation to enable them to assert their rights.”
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6. Legal background (2/2)
• EU rules on the coordination of social security systems
ensure that citizens will not lose their social security
rights when choosing to move within the EU.
• Double insurance
BR:
• ”It is necessary to subject persons moving within the
Community to the social security scheme of only one
single Member State in order to avoid overlapping of
the applicable provisions of national legislation and the
complications which could result therefrom.“
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7. Challenges
• Coordination rules are complicated
• Legislation is difficult to understand
• Different social security and taxation laws
• Complicated to clarify the rules if the situation of the
worker differs from the standard situation etc.
• How to explain the rules in simple language?
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8. Positive factors
• Strong network of cross-border cooperation
• Annual meetings
• Formal and informal communication
• High professional competence
• Exchange of best practices etc
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9. Target Group
• Estonians planning to work in Finland.
• Estonian employees and self-employed persons working
in both Finland and Estonia.
• Estonian employees and self-employed persons working
only in Finland.
• Typically 20-40 years old.
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10. Targets & Messages
Campaign targets
• To share information on pension insurance to prevent
double insurance.
• To call for positive attention towards social security and
earnings-related pension insurance.
Key messages
• When you work abroad, take proper care of your social
security.
• Do not pay too much – avoid double insurance!
„Topelt ei maksa maksta“
• The earnings-related pension is your right and part of
your wage and salary.
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11. Communication & Marketing channels
- All roads lead to the campaign home page
• Websites
– Campaign home page www.topeltmaksud.ee
– Finnish Pension Insurance info site www.tyoelake.fi
– Wikipedia http://et.wikipedia.org/wiki/Pension_Soomes
• Social Media
– Facebook page- Pension Soomest
• Advertisement & marketing
– Radio Ads
– Banners on popular EST-sites, Google AdWords, Facebook Ads
– Illuminated advertisements and leaflets in the terminals
• Media
– Press conference in Tallinn, media release
• Events
– Information service at the job market fair in Tallinn 11

12. Campaign results, february-april
• Impressions and clicks exceeded expectations
– Impressions in total 2 948 000, clicks in total 14 000.
• Campaign home page received much attention.
– Average user session duration 1 min 20 sec.
• Online advertising cost effective
– Google (AdWords, Display, Mobile) ads delivered the major
amount of clicks. Average cost per click (CPC) was 0,34€, very
good compared to average campaigns in Estonia. Facebook CPC
0.10€.
• Good visibility in media,
– 67 news stories EST and FIN. Mostly neutral reporting.
• Leaflets in great demand, more printed and distributed
• Facebook page useful, popularity growing even today
– 1 000 new visits on a web page on a single day in August after
just one post on Facebook.
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13. Problems and lessons learned
• Co-operation between national authorities highly
important. Communicating in several languages
(FIN/EST/RUS/ENG) means a lot of work, commenting
rounds, polishing, checking the tone of the language.
• Making social insurance understandable to the general
population  simplify information in suitable
portions, use marketing and clear communication.
• Social insurance is perceived difficult and ”distant” by
people. People are interested in money, not regulations
or legislation.
• Cultural differences to be kept in mind when
approaching people.
• Be ready for surprises. Scheduling & careful planning
ease the path.
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14. Aitäh! Kiitos! Thanks!
Monika Toiger
monika.toiger@sotsiaalkindlustusamet.ee
Peter Lindström
peter.lindstrom@etk.fi