Finnish Agency Paves the Way for Diverse Talent

SEK, a Finnish creative agency, is breaking barriers in the industry by opening its doors to young people from underrepresented backgrounds. The creative industry’s doors are challenging to open. SEK wants every young person to have an equal chance to enter.

SEK, a pioneering Finnish creative agency, is launching the MadWe trainee program as a key part of its mission. This program is designed to make the creative field more appealing to young people from underrepresented backgrounds, demonstrating SEK’s unwavering dedication to diversity.

The campaign plays on the well-known phrase “to get one’s foot in the door” to reach potential trainees. Brightly painted shoes are placed near school doors and shopping mall entrances in Helsinki, portraying taking steps towards the door. Creatively, inside the shoe is a QR code for an application site.

Suvi Lähde, Executive Creative Director of SEK, said, “The MadWe trainee program is one of our ways to keep the door open to diverse talent. People from underrepresented backgrounds often face significant, inequitable barriers when entering the Finnish job market. Through this program, we want to do our part in breaking down these barriers and encourage people to apply. Everyone should be able to envision themselves working and being represented in our industry”.

A Case for People is a Case for the Business

SEK has actively challenged the power structures within the Finnish creative industry. For the past seven years, SEK has run a MadWomen campaign, an initiative designed to foster networking opportunities and increase dialogue across industry boundaries.

Beginning with Mad Women, the initiative has grown and broadened into MadWe. This transformation, which began with a workshop for the youth in March 2024, has sparked the idea for the new trainee program, inspiring hope and a sense of possibility in the industry.

Sonja Pihkala, Business Director of SEK, said, “The case for equity is clear. Besides improving employee well-being, uplifting teamwork and the ability to innovate, according to studies, even just one team member representing a minor demographic can significantly increase the team’s understanding of a target audience”.  

By prioritising diversity and inclusion, SEK is not only enriching its own agency but also setting a powerful example for the entire creative industry. Their initiative to provide opportunities for underrepresented youth demonstrates a commitment to fostering a more equitable and innovative future. As SEK continues to break down barriers and champion diverse voices, it is clear that the future of creativity lies in the hands of a new generation of talented individuals from all backgrounds.

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