The objectives of Operation Duck are to encourage children to read and to emphasise the significance of reading as part of families' everyday life. Reading skills ensure the development of skills needed for further studies and working life, and the competitive ability of Finnish labour. The Aku Ankka magazine is known for its innovative use of language and, for years, it has provided inspiring reading for children.
– Fluent reading skills are the basis of all learning and a prerequisite for success in the society. OP Financial Group’s success goes hand in hand with the surrounding society, which is why it is important for us to support the new generation’s reading skills. OP is continuously working to further the financial literacy of children and young people all around Finland. Fluent reading skills are also a basis for learning financial literacy," says Timo Ritakallio, OP Financial Group's President and Group Executive Chair.
In addition to OP, twelve companies and organisations from various sectors are involved in the campaign. The patron of the campaign is Jenni Haukio, spouse of the President of the Republic of Finland.
The following companies and organisations are participating in the campaign: OP, Sanoma, ABC, Supercell, Elisa, Nordea, Veikkaus, the Trade Union of Education OAJ, Fortum, LocalTapiola, Aktia, Posti and TELA.
In the spring, the campaign will be widely visible in the channels of these companies and organisations, showcasing e.g. Duck illustrations where influencers from various fields share their reading experiences. The aim of the campaign is to stimulate discussion about the reading skills of people in Finland, families' attitudes to reading and the importance of good reading and writing skills for studies, working life and life management.