BACKGROUND:
Nordea’s name is the combination of two words: Nordic + Idea = Nordea. It reflects the bank’s Nordic foundation and progressive mindset. Guided by strong Nordic values, the bank is committed to making money work for a more sustainable, equal, and innovative society across its key markets: Denmark, Norway, Finland, and Sweden.

Despite laws granting equal parental leave to both parents, a staggering 88% of parental leave days in Finland are still taken by women, with one in five Finnish fathers not using their leave at all. This imbalance places an undue financial and emotional burden on families, reinforcing outdated gender roles that limit the well-being of both parents and children.

CREATIVE IDEA:
We saw an opportunity to drive positive change and suggested a solution to Nordea: The Parental Leave Mortgage—a completely new product that lets parents pause their mortgage payments in full during parental leave. No payments. No fees. No costs. Nothing. By removing the financial burden, this initiative makes it easier for parents to share parental leave more equally.

Through PR, the Parental Leave Mortgage was introduced as more than just a financial product—it became a symbol of gender equality and financial empowerment, making it easier for parents to equally share caregiving responsibilities, benefiting their mental and emotional health, as well as the financial stability of their families.

PR STRATEGY & EXECUTION:
The Parental Leave Mortgage wasn’t just a product launch—it was a PR-led brand idea. The product was introduced in every Nordea branch across Finland, but the campaign’s impact was amplified through a strategic PR campaign designed to spark national conversations about parental leave equality, gender roles, and the financial health of families.

To maximize exposure, the launch was featured in Finland’s largest newspaper, ensuring broad media reach and credibility. The initiative gained national attention, prompting discussions on the need for equal parental leave policies and promoting financial wellness.

RESULTS & IMPACT:
More than 6,000 families applied for the mortgage within the first four months, saving an average of €460 per month, providing much-needed financial relief.
10,000 families enquired about the product within the first week, demonstrating the broad appeal and relevance of the initiative.
Earned media reached 8.5 million people in the first week—1.5 times the entire Finnish population, ensuring widespread visibility.
Brand perception impact:
“Cares about customers” +200%
“Positive effect on society” +180%
“Innovative” +150%
“Responsible” +50%

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