Target group: 18 to 35 year olds in the Finnish capital who are interested in what is going on and have an emotional tie to their hometown.Objective: Tell how the content of Finland's biggest newspaper is reporting the issues that affect ordinary people's everyday life and brings the newspaper emotionally closer to the readers.Solution: A multimedia campaign (print, facade posters, outdoor, busses, postcards, banners) posed the question, "Is our city, the city of our dreams?" Consumers were invited to suggest how things could be improved on an interactive, online, city map and recruit support for the suggestion.