Serla launched cooperation with Tukikummit Foundation

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  • Metsä Tissue

Serla’s good deed for 2013 is donating 100,000 euros to prevent the social exclusion of underprivileged kids.

Serla is participating in the charity campaign Nuorten hyväksi’ (Let’s Help Young People) organised in Finland by the Tukikummit Foundation. The aim of the campaign, which has President of the Republic, Sauli Niinistö, as its patron, is to encourage people to make donations that will be used to improve and promote debate on the wellbeing of young people.

“Serla wants to encourage everyone to do good deeds locally, both great and small. In 2011–2012 we donated 50,000 euros for various community projects as part of our Local Good campaign. Our good deed for 2013 is our new cooperation with the Tukikummit Foundation,” says CEO Mika Joukio from Metsä Tissue.

Through the Tukikummit Foundation Serla will provide financial support to underprivileged children and teens living in Finland. The funds will go in full towards improving their prospects and circumstances. The church welfare fund will handle the practical coordination of these efforts, but the donated funds will not support church institutions.

“We feel that everyone deserves a wonderful everyday life, so we want to help and encourage people to make their lives with their families as rewarding as possible. A happy childhood consists of simple things: hobbies, friends, stress-free school and the support of responsible adults. Serla wants to be part of building a better future for our kids,” says Brand Director Moona Pohjola. “We believe that responsible daily acts are the path to a better everyday life.”

Serla’s donations will be granted to cover expenses for which no other funding is available, such as the immediate cost of schooling, training, recreation or travel to visit a parent or grandparent. Priority status will be given to children and teens in single-parent families. Individual donations will range between 200 and 2,000 euros.

In addition to providing monetary support, Serla will also support the Tukikummit Foundation by presenting its work through channels such as the Serla Squirrel’s Facebook page and Serla marketing material, packaging and retail displays.

For more details about the Foundation’s work, visit (in Finnish and Swedish only). More about the campaign at web site: (in Finnish).

For further information:
Brand Director Moona Pohjola
+358 40 869 6074