Communication Analysis of The Kokoomus Parliamentary Campaign 2007 "The Happy Families campaign, as well as the preceding President of the Workers campaign, were both successes. Both campaigns utilized the marketing paradigms more boldly than their rivals did. Political campaigning in Finland has traditionally been rather conventional in terms of marketing. The Happy Families and The President of the Workers campaign both brought something new to political campaigning in Finland."

1. Brave New Way of Campaigning
Happy
Families
as a Means of Popularizing Politics
Communication Analysis of the
Kokoomus Parliamentary
Campaign 2007

2. L i st o f C o n te n t s
The Happy Families Campaign......................................... 3
Analysis of the Happy Families Campaign ......................... 7
Main Themes and Campaign Elements ............................. 7
Happy Families as a Means
of Popularizing Complex Issues ........................................ 8
Responsible Market Economics
in the Lives of the Happy Families .................................... 9
The Emotional Doctoring............................................... 12
The Dilemma of Negative and Positive Advertising .......... 14
New Definitions of Old Concepts ................................... 16
Conclusions ................................................................... 17
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3. The Happy
Families Campaign
The campaign material in your hands represents a new way adopted
by the National Coalition Party Kokoomus to state political aims
in 2007’s general election in a popular and interesting manner.
It has been translated into English, because there has been great
interest in this material at international meetings and seminars on
electoral analyses.
Background and Starting Point
Preparations for the campaign began in 2006, when Kokoomus
was languishing in opposition for a third year running. The
campaign sought to elevate political rhetoric beyond the
generic level and closer to the everyday lives of people. The
aim was to produce an upbeat and positive campaign with
a pronounced sense of immediacy and excitement. In fact,
the campaign was meant to reflect what the party genuinely
thought of itself: bold, brisk, and enthusiastic. In terms of
rhetorics, the starting point was to highlight the party’s own
aims and strengths without undue muck-throwing at, or
polarization with, the opponents.
3

4. The willingness to conduct a new kind of campaign arose
from a number of factors. The popularity of Kokoomus had
been in decline – they only gained 18.7 % of votes in the
2003 election. A young new chairman had been elected in
2004. Furthermore, there was the bitter experience of the
“traditional” parliamentary election campaign in 2003, which
addressed the right issues but failed to make an impact on the
voters. Lessons were also learned from the thought-provoking
“President of the Workers” campaign, which helped Kokoomus
win an excellent 48.2 % share of votes in the second round of
the presidential election of 2006. The success in that campaign,
which was thought radical at the time, gave the planners of
the following campaign certain liberties. The party ranks, as
well as politicians, now had confidence in the campaigning
expertise within the party, allowing space for manoeuvre in the
conception of a new-look, untraditional campaign.
Happy Families as a Device
For the needs of the election campaign, imaginary characters
were created within the framework of the popular card game,
Happy Families. Chosen political themes were harnessed
to touch the “lives” of these imaginary figures, conceived
by party officials, politicians, and the campaign crew. The
characters were then featured in Kokoomus’ campaign titled,
“Responsible Market Economics – Finn’s Best Friend”, as
well as in various instances presented during the campaign.
The characters were: Penelope the Pensioner; Selina the
Self-Employed Cleaner; Colin and Midge - the Couple with
Kids; Phil and Fawn Farmer; Betty the Bachelor of Media;
Ivan the Immigrant and Fay his Fiancée; Ted the Teacher and
4

5. Rita the Researcher; Stan the Student and Mary his Mother;
Nellie the Nurse; Walter the War Veteran and Letty the Former
Lotta; Johnny the Job Seeker; Sybil the Single Mother;
Edward the Entrepreneur and Heidi the Home Nurse. Some
of these characters became celebrities, like Nellie the Nurse.
Kokoomus’ Happy Families also took the guise of actual
playing cards.
Kokoomus’ pocket-sized printed platform served as primary
campaign material. Folded within and printed on thin rice
paper, was Kokoomus’ political platform from 1919. This was
meant to call attention to the consistent, socially responsible
politics Kokoomus has pursued for almost 90 years. This
inaugural platform included, among other things, propositions
to improve the position of labourers and the landless
commonalty of the rural areas.
The campaign slogan of Kokoomus was established as
“Finland’s Hope, Kokoomus”. Happy Families also popped
up on websites and politicians’ speeches. In printed media,
the campaign was supported by a cartoon poster, where
different political emblems, animals, a rainbow, a horseshoe,
a birdhouse, a hot-air balloon, the ear, and cartoon figures
formed a colourful background for the message.
What Happened after the Campaign
Kokoomus gained a support of 22.3 % in the parliamentary
elections of 2007 and entered the government. Kokoomus is
the only major party in Finland that has managed to increase
its member base in recent years. The parliamentary election
campaign drew considerable media attention and won
several prizes in various advertisement competitions. Political
5

6. opponents were divided in their response. Some considered
the campaign an incongruous folly or non-ideological
courtship, but many acknowledged the benefits of its positive
and energetic approach.
The concerns of Happy Families were, for the most part,
incorporated into the government programme, and Kokoomus
set about to implement its platform. At the beginning of 2009,
nearly 90 % of its goals had been achieved, or were on track
for achievement. Execution of the objectives has been under
constant scrutiny. In February 2009, the Party Chairman
reported to the Executive Committee on how the affairs of
the Happy Families have been furthered.
Late in 2008, the Party Headquarters mulled over
producing a sequel to the original Happy Families. The idea,
however, was given up as it was felt that the global economic
crisis is no time for fairy tales. Nevertheless, Happy Families
carry on with their lives out of the public spotlight, and the
party leadership continues to oversee that the promises made
to the characters are being kept.
6

7. Analysis of the
Happy Families
Campaign
During the parliamentary election of 2007 and the presidential
election in 2006, Kokoomus ran original and modern
campaigns that broke many conventions of the Finnish
campaigning tradition. Both campaigns drew a lot of media
attention and, compared to the rivalling efforts, had a trendy
and provocative edge.
Both campaigns can be considered successes from at least
two perspectives. First and foremost, Kokoomus gained a
support of 22.3 per cent in the 2007 parliamentary election
and entered the government. The “President of the Workers”
campaign helped Kokoomus win an excellent 48.2 per cent
share of votes in the second round of the presidential election
of 2006. Kokoomus also remains the only major party in
Finland that has managed to increase its member base in
recent years.
Both campaigns also functioned excellently from the
communications perspective. They managed to wrap up
the party’s political objectives in a fresh and popular form.
This analysis examines the parliamentary campaign from the
communication perspective and hopefully points out some of
the key factors that strengthened and crystallized Kokoomus
as a brand.
Main Themes and Campaign Elements
One of the main campaign elements was the campaign
slogan designed to give a positive and a dynamic impression:
7

8. Finland’s Hope – Kokoomus. In the printed election platform
key issues are presented through 13 cartoon characters, the
Happy Families. There is a short story related to each of
the characters. The story represents certain social themes
influencing that character’s life. Attached to each story there
is a passage with 3 to 6 facts concerning the social themes
presented in the story.
Responsible Market Economics is Kokoomus’ response to the
new challenges presented by the modern, globalized world.
The theme passes through the campaign material, and its
goals and features are explained in more detail under each
passage representing different Happy Families.
Happy Families as a Means
of Popularizing Complex Issues
Journalists have a habit of presenting abstract issues through
a story of an ordinary person. Getting the reader to identify
with that person is an effective way of popularizing issues.
Many journalistic studies have also shown that, for example,
a close headshot is one of the best ways of attracting audience
attention. This all relies on the basic psychology of people
relating to other people and being naturally interested in
them.
The same method was utilized in the Happy Families
campaign material where the familiar cartoon characters served
as an object of identification. The stories of these ordinary
working Finns proved also a good way of popularizing abstract
social issues such as better planning of educational policies, or
altering the social security system to provide more incentive.
Imaginary characters exemplified how certain political
issues and decisions impact the lives of ordinary Finns. The
characters also brought Kokoomus’ policies closer to everyday
lives of the voters.
8

9. One of the characters, Nellie the Nurse, even became a
something of a celebrity. Nellie was shown to suffer from
insufficient resources at her place of work. Due to these harsh
working conditions many of Nellie’s colleagues are on sick
leave due to exhaustion. Nellie is afraid she has too little to
give both to her family and to her patients.
The Finnish health care system has been considered one
of the cornerstones of the welfare society, and concerns of it
deteriorating has been a key issue in recent elections. Nellie’s
character thereby described concerns that were very true to
majority of the nursing staff.
Responsible Market Economics
in the Lives of the Happy Families
One of the two main themes of the election – responsible
market economics – passes throughout the material introducing
different Happy Families. In the accompanying “fact boxes” it
is shown how these responsible market economics influence
the lives of certain families.
For example, for Ted the Teacher and Rita the Researcher
responsible market economics means that the illicit,
inappropriate short-term employment relationships must go,
or that oversized school classes are not to be tolerated.
Certain political themes were chosen to touch the lives
of each character. Rough summaries of the themes are as
follows:
Penelope the Pensioner – Arranging for a good life for
elderly people
Selina the Self Employed Cleaner – Kokoomus wants to
support employment and entrepreneurship
9

10. Colin and Midge, the Couple with Kids – Kokoomus calls
for reconciliation of the work and family life. This passage also
discusses the state of the Gulf of Finland
Phil and Fawn the Farmer – Profitable agriculture
Betty the Bachelor of Media – Sensible planning of the
educational policy
Ivan the Immigrant and Fay his Fiancée – Pluralism in
values and sufficient amount of workforce in Finland
Ted the Teacher and Rita the Researcher – Continuity in
employment
Stan the Student and Mary his Mother – Investment in
education and students
Nellie the Nurse – Kokoomus supports generous pay rises
for higher skilled female-dominated occupations. Securing the
resources of healthcare services
Walter the War Veteran and Letty the former Lotta –
Free open healthcare and rehabilitation for every veteran. This
passage also discusses the pros and cons of Finland possibly
joining the NATO
Johnny the Job Seeker – Kokoomus calls for effective
employment policies
Sybil the Single Mother – The basic income of families with
children, especially single parents, must be improved
10

11. Edward the Entrepreneur and Heidi the Home Nurse –
Lessening the burden of those who run small enterprises
Election promises to the Happy Family Members
Along with presenting the 13 Happy Families and their stories
Kokoomus also made some actual election promises. Attached
to each of the stories relating to a certain family there was
a passage with 3 to 6 facts concerning the relevant themes.
Among these facts were, for example, demands on how things
should be arranged to solve some of the problems facing a
certain character. Some of these fact boxes also contained
election promises.
In the fact box next to Nellie the Nurse it was stated i.e.
that,
“Hospital queues will have to be dissolved everywhere in Finland.
This can only be done by guaranteeing the resources of healthcare
services”
And,
“The next round of talks on general income policy must bring
about generous pay raises for higher-skilled female-dominated
occupations“
Concrete, unequivocal election promises were also made:
“Letty’s and other OAPs’ national pension must be increased by
20 euros per month.”
Splitting the Platform
From a communications perspective, the structure of The
Happy Families material works well. The characters are
11

12. successful in personifying complicated themes. The structure
of having 13 different characters each on different sheet allows
splitting the multi-faceted political platform to a form that is
easily accessible to the reader.
The stories entice the reader to identify with the characters
faced with the same problems they themselves may have.
This way, it is also easy for a potential voter to see the actual
election promises that Kokoomus is making to solve his or
her problems.
The Emotional Doctoring
Professor of Communication Studies at Oulu University, Erkki
Karvonen, has done a lot of research in political image-making.
He believes the positive feelings aroused by the Happy Family
Campaign in 2007 was one of the key factors in Kokoomus’
eventual success (Aamulehti 12.4.2007).
Karvonen quotes Dr. Barry Richards, the Professor of Public
Communications at Bournemouth University, who has stated
that political campaigning is turning into a “management of
feelings”.
According to Richards, people nowadays relate to politics
in the same way as they relate to popular culture. Politics
are consumed in the same fashion as the products of the
popular culture. Modern voters need creative and high-quality
marketing shows, not just facts shown on a campaign sheet.
Voters are searching for emotional experiences also in politics,
and successful campaigns need to create a feeling of pleasure
to achieve their goal. Naturally this presents new challenges to
political communications.
Professor Karvonen also refers to new information delivered
by “neuromarketing”, which is a field of marketing that studies
consumers’ cognitive and affective response to marketing
12

13. stimulations. Brain researchers assume that a brand benefits
from being combined to positive feelings such as pleasure and
empathy.
One example of the above is a famous research conducted
during the American Super Bowl. It was shown that an
advertisement by Disney Corp., where the Super Bowl players
stated their intentions on going to Disney World, generated a
strong feeling of pleasure in the test persons’ brains.
On the other hand, an ad by FedEx that shows a caveman
bludgeoning another man attributed feelings of anxiety -
regardless of the fact that it was also considered humorous.
Looking at the Parliamentary Election in 2007, we see that
The Happy Families Campaign succeeded in responding to
these new kinds of needs stirred up by the modern media
scene. The campaign slogan “Finland’s Hope – Kokoomus”
creates a positive feeling of hope. The campaign material, for
instance, presents a colourful and a happy scenery including
perky animals, a rainbow, a horseshoe, a birdhouse, a hot-air
balloon etc.
So according to the neuromarketing paradigms, the Happy
Families campaign managed to strengthen the Kokoomus
brand by connecting positive emotions to it whereas, for
example, the Social Democrats created mainly unpleasant
emotions with their ad, which will be discussed more
thoroughly in Chapter 4.
Kokoomus did it their way
The Happy Family Campaign was an unconventional
campaign also in a way that it broke the boundaries of a
conventional media mix.
Whereas it has traditionally been common to appeal to
emotions via TV ads and by presenting facts in the printed
13

14. media, in the 2007 elections Kokoomus did everything vice
versa. A full front page ad in the leading newspaper was all
about creating an image and positive emotions. The ad had
a view of blue skies, birds, hot-air balloons and the slogan
Kokoomus – Finland’s Hope. The TV spot on the other hand
was about facts and it portrayed party leaders Jyrki Katainen
and Sauli Niinistö discussing the creation of new hope and
unity in Finland.
The Dilemma of Positive
and Negative Advertising
The issue of positive and negative advertising has been largely
covered in political communication research conducted
in North America. According to an expert on the subject,
Professor Lynda Lee Kaid, negative ads tend to be more issue-
oriented than the positive ones. The positive ads, for their part,
concentrate more on the image than the issue.
Negative advertising refers to ads that are opponent-
focused and concentrate on what is wrong with the opponent
– either personally or in terms of political stance. Kaid
notes that, when applied to the US presidential elections
over time, it appears that the winners are more likely to use
positive acclaims whereas the losers more often attack their
perceived weak points. Kaid however stresses that there is no
consensus concerning the effectiveness of positive and negative
advertising. The campaign context seems to be a key factor.
Negative ads appear to work particularly well for the third
party or the independent candidate.
The risky business of negative advertising
Some negative ads were seen also during the parliamentary
election of 2007. The Central Organization of Trade Unions
14

15. (SAK) released a humorous TV spot where an obese cross
between a CEO and a country squire feasted on delicacies and
criticized his employees for being spoiled. The ad backfired
disastrously and had to be withdrawn. The entrepreneurs
took great exception, as did a segment of the SAK’s own
members.
The Social Democrats also entered the risky business of
negative advertising. Their TV spot presented bad treatment
of an elderly person and a child. As Professor Erkki Karvonen
pointed out, the negative campaigning was a surprise from the
Social Democrats, as they were the party in power.
According to Professor Karvonen, the risk of negative ads
is that the negative attributes used to describe the opponent
easily end up describing the advertiser itself. This is exactly
what happened with the TV spot released by the SAK. The
negative characteristics associated with the repulsive CEO and
the confrontation between the employer and the employees
were seen to represent the SAK itself. The ad was described
as a stale blast from the past.
Alongside that stuffy image created by the Central
Organization of Trade Unions, the Happy Families Campaign
appeared even more modern and fresh. Concentrating in
promoting hope and unity, Kokoomus also succeeded in
separating itself from the negative connotations of a dirty
game to what politics and especially negative ads are often
associated with.
So, as Karvonen sums up, the Social Democrats created
negative emotions with showing unfair treatment of an elderly
person and a child, and the SAK’s spot was considered
repulsive. Kokoomus, on the other hand, offered upbeat
images and positive phrases such as hope and responsible
market economics.
15

16. Brave New Definition of Old Concepts
The presidential election in 2006 provided the background
for the Happy Families Campaign. Kokoomus ran a campaign
with the slogan “President of the Workers”. The slogan was
provocative and evoked strong feelings both against and in
favour.
Niinistö’s opponent, Tarja Halonen, has the background
of a trade union lawyer and was strongly supported by them.
So, from a communications perspective the slogan was boldly
chosen. Even though the response to it was ambiguous, the
communicative brilliance of the slogan is obvious.
By taking the liberty of defining old concepts in a novel
manner, Kokoomus succeeded in giving new content to the
term “working class”. According to Kokoomus, the middle
class is the new working class and the issues related to work
are everybody’s concern. By being proactive and redefining
the concept of the working class, Kokoomus managed to
steer public discussion to the changing nature of work and
the changes created by the new global economy.
The same theme of the new working class was kept alive in
the Happy Families Campaign, which introduced the concept
of responsible market economics. The Happy Families showed
how responsible market economics affect the lives of ordinary
working Finns.
According to the campaign material, responsible market
economics are a tool to procreate wealth and instigate a
functioning society in which people can make an impact on
their own lives. Kokoomus’ view is that free market economics
is a good servant but a bad master. The responsible market
economics values and rewards diligence and enterprise, but
also takes care of the weaker ones.
These are all qualifications also associated with the
Northern welfare society. Thus, in a way, it can be said that
16

17. from the communications perspective the term “responsible
market economics” is a brilliant way of conceptualizing the
values of the Northern welfare society. It was also a good
means of highlighting the party’s expertise in economics.
Conclusions
The Happy Families campaign, as well as the preceding
President of the Workers campaign, were both successes.
Both campaigns utilized the marketing paradigms more
boldly than their rivals did. Political campaigning in Finland
has traditionally been rather conventional in terms of
marketing. The Happy Families and The President of the
Workers campaign both brought something new to political
campaigning in Finland.
The Happy Family campaign also stood out among rivalling
efforts by being positive in two senses. First, it managed to
arouse good feelings through positive imagery and symbols.
The slogans were positive, encouraging and unifying in
nature. Second, the campaign was not antagonistic towards
the opponents, nor did it rely on criticizing their politics.
It concentrated on raising hope by introducing responsible
market economics as a means of creating prosperity. The
campaign was successful in making people to associate positive
images with the Kokoomus brand. Whereas the opponents
mainly relied on provoking negative emotions, the Happy
Families campaign strengthened the image of Kokoomus as a
brand for optimistic, positive-minded and active people.
The proactive way of doing things
The Happy Families Campaign presented Kokoomus as a
more proactive choice than its opponents, and the idea was
shown in defining old concepts in a new, fresh fashion. By
adding an amount of provocation to these new definitions it
17

18. was also ensured that the Kokoomus perspective attracted the
media and drew positive attention in pre-election debates.
Whereas most of the opponents appeared as they were
stuck in their old foxholes for ages, Kokoomus looked like a
modern choice. To put it bluntly, Kokoomus seemed to have a
vision, whereas the opponents appeared to lack one.
The Happy Families as well as the President of the Workers
campaign had an impact on the Finnish campaigning culture.
As it has been long understood in the business world,
communications is not mere trickery in order to shape a
message into a more appealing form. Good and functioning
communication is a symbol for the fact that the organisation’s
own mission and vision exist, and that they are clear.
Liisa Salekari
Liisa Salekari is majoring in communication studies and political science
at the University of Tampere. She is working on her thesis dealing with
digital journalism and Internet message boards as a means of activating the
audience. She currently works as account manager in a media monitoring
company owned by Finland’s largest media enterprise.
18

19. APPENDIX
Responsible
market economics
FINN’S
BEST FRIEND
19

20. L i st o f C o n te n t s
Foreword ......................................................................... 3
Penelope the Pensioner ..................................................... 6
Selina the Self-Employed Cleaner ..................................... 8
Colin and Midge, the Couple with Kids .......................... 10
Phil and Fawn Farmer .................................................... 12
Betty the Bachelor of Media ........................................... 14
Ivan the Immigrant and Fay his Fiancée .......................... 16
Ted the Teacher and Rita the Reseacher........................... 18
Stan the Student and Mary his Mother ........................... 20
Nellie the Nurse ............................................................. 22
Walter the War Veteran and Letty the Former Lotta .......... 24
Johnny the Job Seeker ..................................................... 26
Sybil the Single Mother .................................................. 28
Edward the Entrepreneur and Heidi the Home Nurse...... 30
20

21. APPENDIX
Let’s Talk about
Market Economics
T H E AV E R AG E F I N N has it well, we hear. We in the National
Coalition Party Kokoomus decided to listen to people, and
you know what: We did not find The Average Finn. We found
people who have it good, and people, who don’t have it good
at all. We found people who hold interesting jobs, and people
who have all but given up hope of getting one.
We found children with stable, happy homes, but we also
found dropouts, who miss an adult; father or mother. We found
pensioners, who get along well, and those, who are lonely and
poor. We found satisfied entrepreneurs, construction workers,
corporate bonus awardees, and kindergarten teachers.
But we also found those in need of care and stuck in the
queue. We found different people in different life situations.
“The Average Finn” we could not find.
P E O P L E ’ S L I F E S T O R I E S enhance our thinking. We
politicians cannot make anyone’s life complete, or stop grief
from taking place, but by decision-making we can steer Finland
to a direction which promotes faith in the future – hope for
a better tomorrow. Kokoomus feels the biggest problem in
21

22. Finland today is not of a material quality, but of a mental one.
Therefore, people’s problems cannot be solved by political
trickery. We must go deeper than that. A new way of thinking
is required.
We need a change to reform the ethos. Old structures must
be shaken; politics is not only about distribution of money, or
allocation of resources into a number of sectors.
The core duty of politics is to create a working society,
in which people themselves can affect their own lives. This
is the foundation of confidence and happiness. This is what
Kokoomus strives for.
WE PROMOTE responsible market economics. Responsible
market economics is a free school, which churns out masters
and professionals, all of whom find employment to match their
education.
Responsible market economics means high-quality health
care, but it also involves a willingness to look after one’s own
health. Responsible market economics is infant health centres,
kindergartens, and residential care facilities. But it also involves
willingness to accept responsibility over one’s own life, and
care for the fellow being. Responsible market economics
values diligence and enterprise, and rewards them.
Kokoomus believes that problems in the society breed
where there are no skills in market economics. There are
entrepreneurs who fail to hire an employee due to bureaucracy
and burdensome regulations. There are even those who would
be willing to work, but, applying basic mathematics, find out
that it is financially wiser to turn down employment. Both are
examples of things being badly run, and of a system in need
of a re-invention.
22

23. APPENDIX
has by far the best expertise
O F A L L PA R T I E S , KO KO O M U S
in market economics. Kokoomus has been its brave proponent
even at times when it was considered out of fashion.
Market economics is neither an end nor a value in itself.
It is a tool to procreate wellbeing. It is a good servant but a
bad master. Under incapable direction, it leads to problems:
false notions of efficiency, and situations where the weakest
are trampled underfoot. This may not be accepted. A sense
of responsibility is required. A safety net of welfare services
must always be in place for the weakest. We must ensure the
environment can sustain the pressures of
economic growth.
Responsibility is promoted
by decisions, which our
children too can be
proud of. Kokoomus
has set its sights on an
rewarding, inventive, and
compassionate Finland.
Jyrki Katainen
23

24. Pe nel o pe th e Pensi o ner
Penelope (73) lives in a one- carpets, when I started to black
bedroom flat. Her husband, a out and felt like throwing up.
life-long postman, died a few The next thing I remember is
years back. Their adult children the hospital ward.”
live in different parts of Fin- Luckily, the stroke was a mild
land. They visit Penelope a few one, and a week after she was
times a year. discharged back home. It was a
“That Saimi downstairs, we case of learning to live a new life.
are like sisters. Been friends for The right arm is not fully func-
thirty years, gone picking wild tional. Daily household chores
berries and done all sorts of now take major effort. “There
things together. On every other is also the fear of a new stroke.
day I have Saimi here for tea, The autumn’s been hard; you
and then I go to hers.” tend to get down with the days
Penelope made a long career shortening”.
as a midwife. The flat is her Although Penelope has
own, and she has paid off the recovered fairly well, she could
mortgage as well. use some assistance. Saimi
Last year turned her life does help, but she is elderly as
around: she suffered a stroke. well. “You need to think about
“I was in the yard dusting the these things; then you need to
24

25. APPENDIX
re-think. I would like to stay at that some towns and munici-
home, but you don’t get special palities provide proper domes-
help for a penny”, she muses. tic assistance for the elderly –
She has heard her friends say some do not.
Responsible market economics allow
a good life for people like Penelope:
1 The service voucher scheme must be extended to the
effect that a municipality may grant vouchers to cover
for home nursing. Thus, Penelope herself can choose the
kind of domestic assistance she requires, and go on living
at home longer. A national set of criteria concerning the
services for older people must be put in place, so that
the quality and availability of these services do not vary
depending on the place of residence.
2 Pensioners’ domestic care allowance and
supplemented allowance must be increased by 20
euros per month.
3 The inflation-based index system determining the
amount of state and employment pensions must
be improved. The index must put more weight on the
increasing cost of medicine and care.
4 The costs of medicine are cut by the removal of the
V.A.T., leaving Penelope money to spare. To achieve
this aim, Finland must ardently and in co-operation with
other EU states change prevalent tax directives.
5 Kokoomus has proposed the lowering of the
pensioners’ tax rates to the same level with salary-
based income tax. This would directly benefit Penelope.
6 To complement statutory services, there is a need for
voluntary civil action. A sense of responsibility for the
fellow human being is requisite. Organisations working for
the elderly do invaluable work and alleviate their loneliness.
Subsidies for these non-governmental organisations must
be increased, and the donations they get from businesses
must be exempt from tax.
25

26. Se li na the S elf -Em ployed Clea ner
Selina (41) lives in Oulu with work as a “maid’s chore”.
her husband Heikki. The fam- Selina feels honour-bound to
ily includes two children, aged be a responsible employer. She
10 and 8 from Selina’s previous cares for her employees’ well-
marriage, as well as the young being, inciting them to exercise
daughter Olivia from the one and enjoy culture.
with Heikki. As an entrepreneur, Selina
Selina left school early and is at a disadvantage when her
went cleaning. When the tax children fall ill. Tax deduct-
deduction system for household ability does not apply to the
services was introduced and the care costs caused by a child’s
demand for such services rose illness. Further grievance is
accordingly, Selina found the caused by Heikki’s job, which
courage to start her own busi- takes him to the neighbouring
ness. town for weeks on end. Added
Now, the company employs to the costs of child care, this
ten full-time workers. Further affects family income: having
growth is hindered by potential two apartments and two fridges
workers’ reluctance to take up always means extra costs, not to
jobs. Selina is annoyed at sun- mention shuttling to work and
dry efforts trying to label decent back.
26

27. APPENDIX
Yet, her life in enterprise expand her business, and branch
Selina would never barter. She out to other forms of household
only hopes that, in the future, service.
she could serve more customers,
Kokoomus wants to support
employment and entrepreneurship:
1 Recruitment is to be boosted and the social security
system altered to provide more incentive. The payment
of unemployment allowance must be sped up so that its
payment continues immediately at the termination of a
short employment relationship. Receiving employment
must always be worthwhile. This is responsible market
economics.
2 Employers may be given incentive to promote their
employees’ wellbeing and endurance. Exercise and
culture vouchers are one form of incentive which deserves
to be kept in force.
3 An entrepreneur’s expenses incurred by the nursing of
an ill child must be made tax-deductible.
4 Combining parenthood and entrepreneurship is
challenging due to the entrepreneurs’ irregular
and long working hours as well as the difficulty in
having holidays. A means of alleviation is to enhance the
entrepreneurs’ temporary replacement system and extend
the current experiment to the entire country.
5 Kokoomus has proposed a new tax deduction to
Heikki and others, who due to their work must live
weekly away from their families. This would compensate
for the increased cost of living, including housing. The
deductible sum should amount to 3,000 euros a year.
6 Tax credit for domestic help has proven to be a
functional and effective means of getting domestic
assistance. The system is to be improved by raising the
maximum deduction to 2,300 euros a year, including
renovation work. The applicability of the credit is to be
extended to cover for domestic installations of a computer
or a digital set-top box.
27

28. Coli n an d Midge, t h e Co u ple wi t h K i d s
Midge (35) has graduated from that, she would like to work
a commercial institute and shorter hours for a few years to
works as a planner for a com- be able to spend more time with
munications agency. Colin (38) her son.
is in sales at an exporting com- Colin would have gone on a
pany. They have a son, Luukas nursing leave following the birth
(7), and live in Espoo. of Luukas, but this clashed with
Colin’s job takes him con- the company practice. He is
stantly on the road. Reconcili- vexed about the way fathers are
ation of work with family life is being put to rack for “not want-
a real challenge, especially with ing” to tend their children.
the grandparents living hun- Luukas health has been poor-
dreds of kilometres away. Luu- ly, and he was diagnosed with
kas has a hired nanny to watch asthma. Colin and Midge need
him in the evenings. to take him to the doctor reg-
Midge wants to build a career ularly, but social security only
in what she feels is important, covers a fraction of the bills.
and is ready to invest in her Colin, Midge, and Luukas
work. She has even thought spend their summer holidays
about setting up her own com- at Colin’s parents’ cottage in
munications business. Before the Turku archipelago. Luukas
28

29. APPENDIX
would want to swim every day, tankers sailing the sea, and spills
but the blue-green algae, the oil from the cruise liners are scary.
Responsible market economics does not only
focus on the results – the wellbeing of the
workers and their families is as important:
1 Reconciliation of work and family life is a challenge
that permeates the entire society. Finland’s economy is
growing fast, but burnout has become a veritable epidemic.
2 Parents of small children must have an option to
shorter working hours. This right is to be extended
until the child has completed the 3rd grade at school.
3 If equality in working life is to be achieved, it would
be essential to get fathers involved in child and home
care. Paternal leave will therefore have to be extended by
two weeks.
4 Private day care allowance must be increased from the
current 137 euros to 180 euros per month and the tax
credit for domestic help further enhanced. Also the child
home care allowance needs development.
5 The amount of Kela (= The Social Insurance Institute
of Finland) reimbursement for doctors’ and dentists’
bills must be increased to cover 50 per cent of the actual
costs.
6 The state of the Gulf of Finland needs to be improved
by increased multinational co-operation in addition to
national measures. The current drawn-out transition period
for communal waste water treatment must be abandoned in
those EU countries that lie within the drainage area of the
Baltic Sea. In Finland, nutrient spills from agriculture and
fishing industries must be curbed by, among other means,
creating more protection zones.
29

30. Phil a nd Fawn Fa r mer
Phil (30) is an agrologist and the moment, but the barn is in
faced with a big choice. As the bad condition and in need of an
only son of a farming family, he extension. The extension and a
has been groomed and trained bigger number of cows would
to become a farmer. The house require an increase in field area
has been in the family for eight to secure self-sufficient produc-
generations. The mother and tion of forage as well as disposal
father are approaching the of manure.
retirement age. Farm succes- The investment would cost
sion is soon at hand; Phil would hundreds of thousands of euros
like to take over with his wife with no guarantees of govern-
Fawn (28). ment subsidy, for the money
Phil is terrified at the thought at the Development Fund of
of an enormous bank loan he Agriculture is scarce. The same
would need in order to pur- fund can award young farmers
chase the farm from his parents a start-up grant, but processing
and pay off his siblings. Then an application may take absurd-
there would be need for invest- ly long.
ment. They would also have “Milk production has been
to choose a production sector. at least moderately profitable,
There are some twenty cows at but it’s also laborious. These
30

31. APPENDIX
talks with the EU increase ing the property tax to apply to
uncertainty – you can’t be sure agriculture and forestry as well.
how Finland fares in them.” Not that there is no good
Phil is referring to the negoti- news, too. Fawn is pregnant with
ations on the continuation of twins! Getting farm relief serv-
farm aid payable under serious ices is a bit of a worry, though.
difficulties. “It would be nice to spend some
“Last time around these talks time with the family too, so that
on Article 141 went badly. The life would not be all work”, Phil
Minister of Agriculture could thinks. Temporary replacements
not achieve a single aim”, Phil will probably be needed, espe-
complains. His peace of mind cially if the old farmer and his
is none the better because of wife are to move to town, as has
pre-election talk about extend- been discussed.
Kokoomus wants to ensure that agriculture in
Finland remains profitable:
1 The centre-left coalition government ignored the
needs of the Development Fund of Agriculture. Its
assets must be increased to guarantee new farmers’ start-
up grants and investment subsidies for new investments
and extensions. The negotiations on Article 141 (farm aid
payable under serious difficulties) must result in success
and guarantee the continuation of national subsidies on
livestock also in Zones A and B.
2 The law on retirement compensation for farmers
must be altered so that a farmer who leases farmland
to active producers is also eligible for compensation. This
promotes the structural development of agriculture.
3 Property tax is not to be extended to farmland and
woodlots.
4 The number of statutory holidays at domesticated
animal farms must be increased by, at least, one. At
the same time, there must be a sufficient availability of
temporary replacements.
31

32. Be tty the B a c h elo r o f M edi a
Betty (26) has graduated from at a small, local media busi-
a university of applied sciences, ness, and learned she was one
majoring in media studies. She of the two top applicants for a
specialized in audiovisual media position.
production. These past few Ari the company owner
years she has been holding all is faced with a dilemma. His
sorts of temporary assignments, choice will be between Riku and
which however have not been Betty: both share the same train-
uniform with her training. ing and have equal amounts of
Her studies included a peri- working experience.
od of on-the-job training, which At the interview, Betty said
Betty completed with flying col- she has been married to Petri for
ours at one of the top firms in two years. Ari naturally wonders
the business. The company was if Betty and Petri are planning
however sold to become a part to have children. “The man is
of a bigger business, and Betty no fool”, Betty says. He is father
found herself redundant. to three himself. But he really
After her graduation, Betty has to think about the conse-
has been applying for jobs at quences to his business.”
several companies. Last week Ari has calculated he is just
she had her second interview about able to hire one new
32

33. APPENDIX
employee to ease the burden of expenses that would not be
his current staff. If Betty should reimbursed by the state. This
soon go on a maternity leave, it might tip the scales in favour of
would incur his company extra his rival firms.
Kokoomus feels Betty deserves an education
which brings her employment:
1 Educational policy has suffered from poor planning,
and in the so-called “hot” trades there are more job
seekers than jobs. Not all can find employment to match
their training. In the future, monetary rewards should
be available for such vocational schools and colleges that
have the biggest percentage of graduates at work to which
they were trained. This would put an end to the current
waste of educational resources. This is responsible market
economics.
2 Employers’ losses from parental leave should be fully
reimbursed from public revenue. This way, women in
Betty’s situation may more easily find employment within
their own area of expertise.
3 Problems in the reconciliation of work and family life
cannot, however, be resolved through legislation alone.
Less than 10 per cent of fathers stay at home to tend their
children on paternity allowance. This is a question of values
and attitudes at home as well as at work.
33

34. Ivan the Imm i g ra nt a nd Fay h i s F i a ncé e
Ivan (24) comes from Colom- er. After that Fay, being the eld-
bia. He moved to Finland four est child, assumed responsibility
years ago upon gaining a place of of affairs ranging from the buri-
study at the Helsinki University al arrangements to the inventory
of Technology. He completed his of her late father’s estate, as well
master’s thesis late this year. as the payment of the inherit-
Ivan received funding for his ance tax. Times have been hard
thesis from a firm, which has for the siblings. The inheritance
now offered him work. “Actu- tax forces them to choose which
ally, I have had job offers from is to be sold; the summer cot-
no less than three companies”, tage, or the family house.
Ivan says in fluent Finnish. “I Ivan has applied for a per-
want to stay in Finland. I have manent residence in order to
everything here.” Now the big continue work in Finland. His
question is whether he will application has been under
receive his work-related resi- process for four months already.
dence permit in time to formal- “This is not easy. All the time,
ly apply for a job. a veil of uncertainty hangs over
A couple of years back, Ivan everything.”
started to go out with Fay (27). Ivan hopes to be able to live
Her father died of seizure a year and work in Finland, and start
ago. Her mother had died earli- a family.
34

35. APPENDIX
Kokoomus wants to ensure the Finland of the
future is pluralistic in values, and has sufficient
workforce:
1 Ivan feels at home in Finland, and will probably apply
for Finnish citizenship at some point in the future. This
requires six years of continuous residence, which is deemed
to start upon attainment of a residence permit for an
employed person. Kokoomus has proposed that this period
of residence be shortened to four years, taking into account
half of the time spent in studies. This way Ivan could be
eligible for citizenship within two years, enabling him to
plan his future in Finland.
2 The policy of employment offices assessing the
availability of workforce is to be discontinued in
those fields of work where there is shortage of labour.
The occupations to be freed from such assessment will
be determined yearly. The aim is to be bring to Finland
more professionals like Ivan. This is responsible market
economics.
3 The integration of immigrants needs investment in
language training by, among other things, boosting
education that allows for the different starting levels of
the learners. Similarly, there is a need to emphasize the
practical employability of those who seek to immigrate.
4 Finland’s high inheritance tax rates often lead to
intolerable circumstances. The inheritance tax must
gradually be dispensed with altogether. The reform begins
with the complete elimination of the inheritance and gift
tax from spouses, children, and the inheritors’ own parents.
This way Fay’s siblings could have kept the family house
as well as the cottage. Taxes levied upon the succession of
firms as well as farms and forest estates will also have to be
lowered.
35

36. Te d the Teacher a nd Ri ta t h e Resea rc he r
Ted Teacher (32) is a Master of place of work.
Arts working in temporary jobs. The availability of special
He is married to Rita Research- education is poor, and teachers
er (30), with whom he has three have in practice little chance
children. of getting a pupil transferred
Ted graduated from uni- to special education. Although
versity seven years ago major- teaching is Ted’s calling, he
ing in Finnish history. He also feels the strain of responsible
acquired a teacher’s proficiency. work done in bits and pieces.
In these past seven years, he has “It’s hard to inspire the young,
had seven short stints teaching when you are exhausted your-
history. self ”, he says.
“In one town, I was being Rita is a researcher at Hel-
transferred from one school to sinki University. Like Ted, she
another in order to avoid my has had her share of periodic
post becoming a permanent employment. The work, how-
one”, Ted relates. Schools also ever, has been interesting. Rita
have meagre resources, and has wondered why research
burn-out among staff is ripe. resources should be so meagre.
This is partly attributable to She has been sometimes sug-
constant changes of the actual gested that they increase co-
36

37. APPENDIX
operation with businesses. “I they found out that someone in
want to do research which actu- temporary jobs has a tough time
ally benefits people”, Rita says. getting a mortgage. They were
Ted and Rita have been plan- offered an interest rate margin
ning to buy an apartment in which far exceeded that for peo-
suburban Helsinki. At the bank ple in permanent employment.
Kokoomus values securing continuity
in employment and the ensuing advantages
in life management. This represents responsible
market economics:
1 Illicit, inappropriate short-term employment
relationships will have to go. Government transfers to
municipalities will be distributed thus that a municipality
receives the more funds the less it resorts to short-term
employment. Temporary replacements for those on
maternal leave must come from among permanent staff,
and public administration will be obliged to cut fixed-term
employment. This way Ted and Rita would surely find
permanent jobs, and they would have their mortgage on a
lower interest rate.
2 Municipalities’ economic strife endangers the well-
being of children and young people. Cuts at schools
bear on hundreds of thousands of pupils, families, and
teachers. Oversized classes are not to be tolerated, and
there will have to be sufficient accessibility of special
education. Responsible market economics means
investment in the young.
3 The economic independence of universities must
be enhanced without delay. Their funding should
be diversified to the extent that corporate donations to
universities become fully tax exempt.
4 Finland’s universities should specialize and
concentrate on their own strengths. High-quality basic
education and research require added investment in the
universities’ base funding.
5 An appropriate social security and pension system
must be set up for researchers working on grants.
37

38. Stan the Stu dent a nd M a r y h i s M o t h e r
Stan (19) is in the kitchen of good job at a bank. After the
his digs unpacking tuna, noo- birth of her first child she want-
dles, toast, and 50 cent orange ed to stay home. Mary and her
juice cartons out of a carrier husband Keijo have three chil-
bag. Those are the delicacies fit dren, of whom the two eldest
for a student’s purse. have gone to work abroad with
Ted moved to Helsinki in their families.
the summer upon gaining entry After the youngest had
to the Stadia Polytechnic. He left home, Mary and Keijo
shares a flat in the North Haga divorced. Mary claimed the
area with two other students. family home to herself. This
“The student allowance meant getting a hefty mort-
alone does not pay for both gage. She however did find a
food and rent” – let alone buy job.
the necessary computer. Some Mary is now aware of what
of Ted’s friends get money lies ahead. If she retires at 63,
from home, but for him it is she cannot repay the remain-
not that simple. ing mortgage, because due to
Ted’s mother Mary (56) a short career history she is
graduated from a commercial only entitled to a modest pen-
institute in her time and got a sion. Mary will have to sell the
38

39. APPENDIX
apartment, in which she has and brought up all her chil-
lived for the most of her life dren.
Responsible market economics is
investment in education and students:
1 Kokoomus thinks the student allowance for those in
university and polytechnic should be increased by 15
per cent, from the current 259 euros to about 300 euros
per month. The tax-free threshold of a student’s income
should be raised by 20 per cent. The student loan must be
made more attractive by raising its tax deductibility to 50
per cent, and by abolishing the excess threshold of 2,500
euros.
2 Study aid in the upper secondary level needs
comprehensive reassessment. Parents’ income must
not affect the amount of study aid to 18 and 19-year-olds
who live independently. Neither should the low income
or unwillingness of parents be an obstacle to successful
studies.
3 Mary has realised that, upon staying home, she
should have made Keijo pay for a private pension
policy, which would have guaranteed her livelihood after
the divorce. This the ex-husband could well have afforded.
Mary believed in socialists’ allegations that private pension
schemes were somehow dodgy. She is not happy now.
4 Kokoomus wants to promote long-term household
saving. Long-term saving must become an attractive
alternative in improving personal pension security.
Voluntary personal pension schemes need to be given tax
breaks, and small-time investors’ dividend income is to
be made partially exempt from tax. Popular ownership
is, among other things, a means of accumulating national
wealth, because households are particularly keen on
investing in Finnish companies.
39

40. N elli e th e Nu rse
Nellie (48) works as a nurse at a exhaustion. Nellie, too, feels she
ward in a central hospital. She is has little to give to her family, as
happy to be close to people, and the work leaves her both men-
to be of concrete help. tally and physically drained. She
However, working conditions has even left her hobbies behind,
in the hospital are hard. There but there is no choice but to
are insufficient resources, and carry on until retirement.
the ward is having a hard time Nellie is worried about the
finding nurses. The head nurs- patients. Not all at the ward are
es have been trying to recruit permitted follow-up treatment.
more staff, but the wages aren’t “We should have more staff”,
attractive. Nellie has been sur- Nellie says matter-of-factly. Her
prised by recent reports, which superiors insist that every pos-
reveal how few locally trained sible thing to recruit nurses
nurses actually work in a Finn- has been done, but there is not
ish hospital. Our nurses drift to enough interest in the job.
Norway, even Australia. Some Recently, Nellie has been
have taken up an altogether dif- shocked by the events sur-
ferent job. rounding her new-born niece,
Many nurses from Nellie’s Emilia. She is disabled, which
ward are on a sick leave due to first came as a fright to her par-
40

41. APPENDIX
ents, who however got over it ents were being bounced from
with love and dedication. Nellie one bureau to another just as
has wondered why Emilia’s par- their grief was at its height.
In responsible market economics, important and
hard work is rewarded with a decent pay:
1 Finns have a right to high-quality health care. Hospital
queues will have to be dissolved everywhere in Finland.
This can only be done by guaranteeing the resources of
healthcare services.
2 The next round of talks on general incomes policy
must bring about generous pay raises for higher skilled,
female-dominated occupations. The resulting collective
agreement must be based on gender equality. Increased
government transfers are to be used to support such an
agreement on a municipal level that guarantees above-
average pay raises for skilled trades, where women are the
majority.
3 Average-income Finns like Nellie are the backbone of
this country. An incentive to career progression and
moving forward is to lower the high tax rates of the middle
earners. A larger share of wage-earners income must be
left to their own personal use. Tax on wages is to be further
lowered on every income level. Moderate, employment-
boosting tax cuts are a way to endorse a general incomes
policy settlement.
4 For every Finn returning to Finland for work there
should be a subsidy of 1,000 euros. This way, even
some nurses could be enticed to return.
5 Municipalities are to provide the parents of a disabled
child with an employee in charge, who is there to help
with every aspect relating to disabled services and benefits.
41

42. Walter the War Veteran and Letty the Former Lotta
Walter (85) and Letty (82) invalidity classification as his
met during the war. Walter was war souvenir, but the wound
wounded at Ihantala in the has never stopped him from
summer of 1944. “On the 3rd working. Walter had a success-
of July, I got a grenade in the ful career as engineer at the
leg when diving into a foxhole. I city waterworks. Letty stayed
was taken back in a hurry.” at home and brought up their
Letty did not have it peachy four children. Walter and Letty
either. Twice her family was belong to those who raised Fin-
made to evacuate from Äyräpää. land back to her feet.
As a member of the Lotta Svärd In recent years, Walter’s old
women’s auxiliary corps she wound has given him some
saw the real face of war. She was troubles, and he feels he could
first posted to a military hospi- do with some medical rehabil-
tal in Viipuri, but moved with it itation. ”I’m not one to com-
to Lahti. “Walter came that way plain, other people here in Fin-
too, through the regimental aid land have problems too.”
post belonging to the troops of Walter and Letty voted in
General Lagus. That’s where we 1994 for Finland’s membership
met then, in Lahti.” in the EU, first and foremost for
Walter carries a 10 per cent security reasons. Although the
42

43. APPENDIX
dealings of the EU sometimes cerned with Finland’s security.
leave them nonplussed, they They have also given thought to
believe the membership is good NATO membership. “One must
for the country. “As long as the look to the future – what kind of
EU has the sense to focus on a world our children live in. The
the essential and take good care first thing is we must always be
of things”, Walter muses. able to defend this country.”
Walter and Letty are con-
Kokoomus thinks that responsibility includes
making decisions with a view to the future:
1 Finland is to be made the world’s number one utilizer
of experience. There a saying in the Ostrobothnia
region, “Wisdom lives in old women.” The same goes for
old men. Our debt of honour and gratitude for the war
generation is never-ending.
2 The invalidity degree, as decreed in the War
Injuries Act, is to be annulled as a qualification for
open healthcare resources. Free open healthcare and
rehabilitation must be guaranteed for every veteran.
3 Letty’s and other OAP’s national pension must be
increased by 20 euros a month.
4 The EU must focus on those matters in which the
member states alone are not strong enough. The
emphasis should be on public well-being, sustainable
development, and European security. Increased co-
operation is an asset for us, too. Finland must play an
active part within the EU. In the hard core of its decision-
making bodies we may best promote Finland’s interests.
5 The primary responsibility of Finland’s defence
belongs invariably to us Finns. Co-operation with
the EU enhances our security. Finland’s membership
in the NATO would strengthen our security as well as
international status, but accession must not take place
against popular will. Membership in the NATO requires
support from the majority of Finns; manifest in a
referendum but also in the consensus of all major
political players. This means that Finland will not join
the NATO during the next election term.
43

44. Johnny th e Jo b Seeker
Unemployed Johnny (52) hails up with an offer of a refresher
from a small locality in Satakun- course. “The office people must
ta. In 1988 a factory in which know what’s best for me”, John-
Johnny had worked ever since ny mused.
he left school, closed down. Its The following years Johnny
production was moved to Esto- spent on various courses and
nia. At the time there were no job-seeking training. At times
local jobs matching Johnny’s he was unemployed again. Once
working experience. He enlist- he had a spell in subsidized
ed as a job seeker at an employ- employment with the munici-
ment office. pality. That was a job he liked.
Johnny wondered why no one Working seemed meaningful,
from the office would contact but that came to an end, too,
him, even though it was prom- with the subsidy.
ised as much on the Labour Johnny has found out that
Office Internet site. Johnny there could be work for him in
thought about moving else- the town of Pori, but his skills
where to seek work, but then might just fall short of the
the employment agency came requirements.
44

45. APPENDIX
Kokoomus wants to provide Johnny
employment, not excuses:
1 Labour Administration has been under continuous
Social Democrat control since 1995. This has, sadly,
led to employment offices offering year on end same old
employment tricks like job-seeking training or subsidized
employment in the public sector. Even according to surveys
conducted by Labour Office itself, the impact of these
measures is minimal.
2 Employment funds must be transferred from training
courses and public sector subsidized employment
to the apprenticeship scheme, vocational labour market
training undertaken jointly with businesses, and
employment subsidies in the private sector. Experience has
shown that many people thus employed can continue at
work also beyond the period of subsidy. This way Johnny
could find employment in his place of residence, or nearby.
3 Another viable alternative is that Labour
Administration carries out a 3 to 4 month-long
training period as combined acquisition with a Pori-based
firm. Johnny would be joined in training by, say, 15 other
persons. The training would be chiefly carried out at the
company premises, and at the end of it Johnny is employed
by the same. To make this possible, Labour Administration
must become much more open-minded to co-operation
with businesses in need of workforce. This is responsible
market economics.
45

46. Sybil t h e Si ng le M o th er
Sybil (35) works at a checkout that they ought to go skiing, it’s
counter in a Vaasa supermarket. slosh all over!”
Three years ago, Sybil divorced The daughter Milla says that
her husband, who later moved somebody has been peddling
abroad. drugs in the grammar school
Sybil has at home children yard nearby. Sybil is worried
Markus (5) and Milla (10). Last if Milla has anything meaning-
spring, after their winter holi- ful to do after school while she
days, they went on about their is still at work herself. Further,
classmates’ skiing trips to Lap- it is sometimes hard to pick up
land. Sybil would love to give Markus from his kindergarten
her kids the opportunities to in time. The working days at the
do things their friends do. The counter run occasionally long-
problem is to make ends meet as er than the kindergarten stays
a single parent – there is barely open. Sybil has tried to arrange
enough money for basic needs. her hours so that she can get her
One thing is the ever-increasing child home herself. Sometimes
electricity bill. it just cannot be done. Luckily,
“I pinched pennies and got some friend of hers come to the
each a new pair of skis. Now rescue.
46

47. APPENDIX
Kokoomus feels politics should be for families,
not families for politics:
1 The basic income of families with children, especially
single parents, must be improved. Child benefits are to
be bound to the consumer price index in order to retain their
purchasing power. Lone parents’ increase is to be raised from
36,60 to 45 euros.
2 Drug problems have become a part of a Finnish reality.
Prevention of drug abuse among children and youth calls
for co-operation between families and schools. A sufficient
number of police officers are to be made available so that
their presence is seen on the streets both in towns as well as
less densely populated areas. The number of school calls by
the police will also have to be increased.
3 Schools are to increase afternoon club activity with the
help of volunteer organizations.
4 The opening hours of kindergartens will have to be
overhauled to allow Sybil and others in her situation
some breathing space during weekdays.
5 Climate warming is a global threat. Emissions must
be curbed with a genuine protocol, with all the major
polluters among its signatories.
6 Finland is a small country, but through our own
example we can make an impact within the EU and
other international forums. We must achieve our emission-
cutting targets and set exemplary standards as defenders of
the climate and environment.
7 Finland’s energy production must be based on a
diversity of sources and remain as self-sufficient as
possible. Energy production from renewable sources –
hydropower and bioenergy – is to be increased.
8 There are sound reasons for further construction of
nuclear power plants. This is both a clean and emission-
free form of energy. Increased availability of nuclear energy
means reasonable electricity bills.
9 The responsibility of our planet’s future belongs to
everyone. In traffic, purchase of newer, safer, and
environmentally friendly cars must be promoted. Vehicle tax
is to be levied mainly on vehicle use rather than the purchase
of a new one. Diesel tax is to be reduced. Public transport
must remain a viable alternative.
47

48. Edward the Entrepreneur and Heidi the Home Nurse
Edward (53) is a self-employed a chill. “All expenses added,
van driver. 13 years ago he start- you may multiply an employ-
ed a sole proprietorship called ee’s wages by two.”
“Ed’s Transit”. He has never The mother of Edward’s wife
been short of work. “I haven’t Heidi (49) moved in with them
had any days off for four years, after she had taken ill. Heidi
except at Christmas and Mid- then stayed at home to mind her
summer.” Two years ago he 80-year-old mother. Heidi also
underwent a bypass operation, resigned from her clerk’s job
taking then “a six days’ sick at an elementary school, as she
leave”. otherwise could not have done
Today, there is still so much what she deemed right.
work that Edward wants to Heidi’s mother is a little bet-
employ a worker or two to help ter already, and Heidi would
him. He has been able to sort prefer to return to work. “I wish
out a few practical things, but I could work such hours that I
all sorts of red tape appear to eat could care for my mum as well”,
up too much time from actual she sighs.
work. The costs of employment, Edward hopes to be able
too, are starting to give Edward to continue his business until
48

49. APPENDIX
retirement age. “It would be tech gadgets, could also spare a
good if the politicians, with thought for us old-school small-
their Nokias and all the high- time entrepreneurs.”
In responsible market economics, active
employers are supported, not patronized:
1 The burden of bureaucracy on an entrepreneur’s
shoulders must be decreased. Today, pointless
bureaucracy eats up too much time from actual work.
The threshold for offering employment must be lowered.
The employer’s peripheral costs from recruitment need
to be cut. The so-called low-income allowance must be
extended to cover a greater number of people – especially
young adults.
2 An entrepreneur’s tax rates need to be lowered
regarding both wages and dividends from own
business. This encourages ever more Finns to employ
themselves, and others.
3 Legislation will have to be altered to allow wage-
earners who double as informal caregivers a chance
to shorter working hours.
4 Informal care must provide a uniform set of criteria
based on demands of the care, and sufficient funds
allocated to informal care. The number of caregivers’
holidays must be increased to four per month.
49

50. THIS CAMPAIGN PROGRAMME has been made in
co-operation with ordinary Finns. During the Korva
(“Ear”) Tour we heard and saw a lot – and learned
all the more. Thank You for that. Hopefully this
shows in our policy.
The people who relate their stories in this campaign
programme are fictitious. But their tales are real,
and their quotes actually heard in the Korva
Campaign.
KO KO O M U S
THE LISTENING EAR:
xxxx xxx xxx
S U P P O R T O U R C A M PA I G N :
x x x x x x x x x ( €10 +local ch arge/call)
FUNDRAISING ACCOUNT NUMBER:
SA M P O x x x x x x–x x x x x
W W W. S U O M E N T O I V O . F I
FUNDRAISING PERMIT NUMBER OKU 1636 A • FUNDRAISING INFO: WWW.SUOMENTOIVO.FI
50

51. Translation by Timo Kivistö, M.A.

52. Happy
Families
The campaign material analysed in this
book represents a new way adopted by
the National Coalition Party Kokoomus
to state political aims in 2007’s general
election in a popular and interesting way.
Due to notable international interest
towards the campaign, the election
programme was translated into English
and analysed in a comparative manner
from a communications point of view.
52