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Project: Obama-extra for Schools
Gategory: Newspaper in Education
Newspaper: Ilta-Sanomat, P.O. Box 4500089 SANOMAT, HELSINKI, FINLANDCirculation 161 615 (6-days a week, 2008)
Circulation OfObama-Extra: 130 000
Project Director: Managing Editor Ulla [email protected], tel. +358-9-122 3415
Production: Foreign News Editor Jari [email protected], tel. +358-9-122 3548
Description: A special 16-page coverage about Barack Obama’s election as the president of the United States.
Target: 12–19-year-old pupils in Finnish Schools
About the Project
History was made in the United States last November as Barack Obama waselected first black president of the country. But what did it really mean to us inEurope? How does it affect us – and especially our youngsters? And how could wereport them about it at schools and at home?
Those were the questions and challenges we faced as we started this project. Ouranswer was: Let’s make a special newspaper about it and give it for free toteachers around Finland!
As a print media we wanted to be as interactive as possible. We wanted tochallenge youngsters to think themselves, not just tell them the news. Besides,we wanted to be as down-to-earth as possible. We wanted to bring Obama’s worldso close that youngsters could even identify themselves in it.
We selected themes we believed were important and actual. On the other hand wewanted the themes to be interesting and daunting for young readers. The papershould also be useful in various school subjects like Finnish language, socialstudies, geography and history.
In each page we had questions to use as a base for conversation with pupils ofdifferent age groups.
In practise:
The Obama-extra for Schools was fully financed by Ilta-Sanomat. The stories werewritten by our journalists and most of the stories had already been published inour paper earlier. The themes and questions were selected by consultingsecondary and high school teacher Harri Korpisaari in Helsinki.
The Obama-extra for Schools was then made available to every Finnish teacherwho was interested in it. As a framework we had annual Newspaper in Education -week in Finnish Schools. First we sent a marketing letter to schools. After theteachers had replied we printed 130 000 copies, inserted them inside our dailynewspaper and sent them to schools during the first week of February 2009.
Obama-extra can still be read and printed by anyone on our websitewww.iltasanomat.fi.
Response & Results
We got overflowingly positive response through contacts with teachers andofficials. Following words from a prominent Finnish official sums up the feedback:
”Really interesting package, also from the point of view of a youngster. Layout isexcellent and the themes inspiring. Interesting stories about Obama’s family,daughters, floor plan of their house and Finnish celebrities’ and politicians’thoughts combined with weighty facts make the material really versatile andrelevant. It can be used in many ways in connection with various school subjects,and it doesn’t go out of date very quickly.”Kristina Kaihari-SalminenCounsellor of Education, Finland’s Ministry of Education
We can also estimate that at least 100 000 Finnish pupils read the paper, which isa significant amount. Therefore we believe that we’ve got new readers, which isvery valuable in a chancing media world.
The most important result of the project is that the reputation and image of ourpaper improved significantly. Ilta-Sanomat is a tabloid newspaper which is notnormally associated with children’s education. After Obama-extra many teachersthanked us spontaneously and told us to do more something like this.
”Congratulations Ilta-Sanomat! Very well written andcompact package that can be used both in history andsocial studies classes. It speaks young people’s languagebut it doesn’t give them all the answers which makesthem think themselves. I really appreciate thatnewspapers give such tools to schools and I hope youcould do this also in other elections or importantmatters.”
Teemu SalinSecondary school teacher (pupils between 13–16 years)in Kannelmäki, Helsinki
”Too often are newspapers in education difficult anduninteresting. But not this one! It was notable that manyimmigrant pupils in our school were very interested in theObama-extra.”
Mervi MaijalaSecondary school teacher in Leppävaara, Espoo
Teacher’s words
May we introduce, the 44th President of the UnitedStates – and what does his election mean in practise?
The Dream Came True.How Barack Obama’s election gave hope to African Americans.How they were discriminated in the past.
Questions:Why were the African Americans discriminated?What was the origin of racial segregation?Why was Obama’s election so important for thecoloured people in United States and also in the rest ofthe world?
The victory of tribal brother.Popular Finnish tv-host Jani Toivola tells what Obama’s victorymeans to him. His father and Obama’s father were from thesame tribe in Kenya and he also has searched for his racialidentity.On page 5 Finnish foreign minister Alexander Stubb writes:“Let’s see when in Europe a non-white person is elected aspresident or prime minister.”
Questions:Is there racial discrimination in Finland?
In which European country could a non-white person beelected as president or prime minister? Would it bepossible in Finland?
“We Are Ready To Lead”Finnish experts analyse selected parts of Barack Obama’sinauguration speech.
Questions:What is your favorite part of Obama’s speech?
Analyse his message. How does he speak about UnitedStates and about the rest of the world?
This Is What We Wish, Mr President.Prominent Finnish politicians tell what they would like Obama to do.
Questions:Read the greetings to Obama. In your opinion, what isthe best of them?
What would you ask for the president of the UnitedStates?
First Mom.Michelle Obama, 44, is a charismatic First Lady.
Questions:What kind of role is the best for the First Lady?
Hillary Clinton was a female candidate in US elections?What would it have meant if she’d got elected?
New Home for the Daughters.There’s children in the White House again. Sasha and Malia maydecorate their rooms as they want.
Questions:What would it feel like to be the most guarded child inthe world?
What would you do in White House?
Obama’s World.His origins and the way to Washington.
Questions:What advantages does Obama have because of hismulti-cultural backround?Where have you been travelling?What have you learned about other cultures duringyour trips?
