Hartwall Jaffa’s Sauma (Opportunity) programme helps 15-25-year-old young people take one step closer to reaching their dreams. The concept of the programme is to provide them with the kind of support that not even money can buy. “For example, mentoring by a top expert, guidance from the best coach in the business or a trainee position at a dream job. Sauma gives goal-oriented young people a new kind of opportunity to get where they want to be and make their dreams come true.”
“Hartwall Jaffa encourages young people to be genuine and believe in themselves and their dreams. We want to bolster their self-esteem and spur them to walk their own path. Then they can make even big dreams come true,” says Marleena Jalassola, Brand Manager for Hartwall Jaffa. “Sauma emphasises the importance of hard work in making dreams come true. We don’t believe in instant wins.”
Young people can apply for the Sauma programme using an electronic form on the Jaffa.fi site. The other young users of the site rank the dreams of the Sauma applicants. Users read 160-character summaries of the dreams and vote for their favourites. A jury then reviews the top 50 dreams voted by the users.
“When judging the applications, the jury pays particular attention to how goal-oriented the applicant is: how much the youth has already done to achieve his or her goal, how ambitious and complete the applicant’s plan is, and how much work and time he or she is prepared to put into reaching the goal,” says Jalassola.
The programme gives an opportunity to one young person every other month. The final choice is made by a jury comprising representatives of Hartwall and its partners in the Sauma programme. A total of ten goals or dreams will be selected in 2009 and 2010.
Tuija Pehkonen gets to train in her dream job with professionals
The first young person who’ll be helped out by the Sauma programme is Tuija Pehkonen, a 24-year-old student of speech communication. She will start on-the-job training at the radio station NRJ.
“I’ve long dreamed of a career as a radio journalist. It took a while before I gave myself permission to really start working towards my dream.
“I got a position as a host at the regional radio station Voima after making dozens of phone calls, writing lots of e-mails and training for hours in the studio. My New Year’s resolution for 2009 was that I’ll be working on nationwide radio before the year is through,” says Pehkonen.
“We’re really proud that Hartwall Jaffa Sauma can give Tuija an opportunity to get one step closer to her dream. Tuija believed in herself and her dreams, worked hard, and now she got her opportunity,” said Jalassola, who chaired the jury.
“Tuija is a promising young journalist who already has experience of working on radio. A lot of people try to break into the media business. That’s why it felt good to team up with Hartwall Jaffa to give an opportunity to an enthusiastic young journalist who really wants to hone her skills and become a top radio professional,” said Jussi Ridanpää, a journalist at NRJ.
For additional information, contact:
Oy Hartwall Ab, Brand Manager Marleena Jalassola, tel. +358 20 717 2036 or marleena.jalassola@hartwall.fi and www.jaffa.fi
Hartwall Jaffa’s Sauma (Opportunity) programme. Hartwall Jaffa encourages young people to be genuine and believe in their dreams. The Sauma programme helps 15-25-year-old young people take one step closer to reaching their dreams, such as by providing mentoring by an expert, coaching or a trainee position at a dream job. The concept is to provide young people with the kind of support that not even money can buy - giving them a new kind of opportunity to reach their dreams.
Hartwall Jaffa – the “Authentic and Original” – is a Finnish soft drink that was launched back in 1949. It is now the best-loved beverage brand in Finland and the third best-selling soft drink. Only international cola drinks are more popular.
Hartwall Jaffa is known above all for its fruity orange soft drink, but these days Jaffa boasts a diverse range of products. There are a total of nine fruity and delicious Jaffa soft drinks.