The ad was created for the Finnish Newspapers Association, which is a trade association for newspaper and city newspaper publishers.

On the Freedom of Speech Day, Finnish newspapers wanted to emphasize their role as the defenders of freedom of speech and as the influencers of the Finnish people. The Freedom of Speech Day is about the right to publish information but also about the right to know all the facts.

Newspapers also wanted to emphasize their role as a discussion platform, because news sites have given the readers new opportunities to discuss and share their opinions.