"Älä jää yskin."

The campaign focused on the emotions that people now go through when suffering from a cough. To grab our audiences' attention, we emphasized the new feeling of social anxiety related to coughing.  The culmination of others' judgmental responses is encapsulated in the Finnish phrase “Älä jää yskin”, where a simple rearrangement of two letters in the final word captures the relatable post-pandemic sentiment experienced by those who cough. This clever linguistic twist not only effectively portrays the impact of coughing on the individual but also resonates with the audience, offering a delightful moment of insight.