Anonymous donor kick-starts innovative national weight-loss campaign in Finland

Funding for children’s education and teacher training in Nepal is to be the reward for Finns taking up the challenge of the “Lose Weight for Literacy” campaign, which since its launch in January 2010 has really taken off among the Finnish Evangelical Lutheran parishes where it is being organised.

The unique charity was devised and initiated by an anonymous Finnish donor, who has pledged to donate €15 for each kilogram of weight lost by campaign participants. The philanthropic donor has challenged the Evangelical Lutheran parishes to organise their own weigh-ins as part of the campaign. Would-be slimmers have until the end of February 2010 to sign up, with the three-month campaign ending at the end of May.

The National Institute for Health and Welfare (THL) is supporting the campaign with communication and coordination, and the Ministry for Foreign Affairs will oversee the use of the donated funds in Nepal.

A unique undertaking

“As far as we know, this is internationally a unique initiative of its kind. The operation combines major national public health action and development co-operation in an exciting way,” says Professor Pekka Puska, Director General of THL. “It’s an excellent opportunity for Finns, not only to increase their own wellbeing, but also to do their bit to help Nepal.”

Helsingin Tuomiokirkkoseurakunta, the Cathedral Parish of Helsinki, is one of the parishes that have joined the cause. Arto Antturi, pastor for the parish, was immediately excited by the idea of the campaign: “The ‘Lose Weight for Literacy’ campaign effectively combines many of the values that we want to promote, such as maintaining a healthy lifestyle and caring for your fellow man. The Church strongly encourages people to ‘come as you are’, but the Christian way of life also includes living in moderation, striving for self-control and taking into account other people.”

The campaign is only in its first week but has already prompted several dozen parishes to join. There is even a ‘Lose Weight for Literacy’ Facebook page. The anonymous donor has pledged to donate a maximum of €10 million to the campaign, at €15/kg, with the final donation depending on how much weight people lose. All that remains is to see if Finns can show the self-control and competitive spirit to reach the 10-million mark for Nepal.

More information:

www.thl.fi/laskillalukutaitoa (in Finnish)
www.facebook.com/posted.php?id=398594360404 (in Finnish) 

Pekka Puska
Director General
National Institute for Health and Welfare (THL)
Helsinki, Finland
Tel. +358 20 610 6001

Suvi Virtanen
Research Professor
THL, Head of Nutrition Unit
Tel. +358 20 610 8729
E-mail firstname.lastname(at)thl.fi

Seija Kinni-Huttunen
Head of Development Communications Group
Ministry for Foreign Affairs of Finland
Tel. +358 9 160 56348
E-mail firstname.lastname(at)formin.fi