Jukka Jalonen becomes the figurehead of a campaign to remind people of the importance of their own home – ”Your home is a human right”

  • 3.4.2023
  • News

Ice hockey coach Jukka Jalonen has given his face to Y-Säätiö’s new campaign ”It is a privilege to be able to come home”. The campaign highlights the importance of home and its priority for a person’s well-being. The campaign aims to raise awareness of homelessness, which is still a major problem in Finland.

In the picture, Jukka Jalonen has just arrived home and is taking off his coat. The evening sun illuminates Jalonen’s face and casts a shadow on the fixed front door. The picture has a calm and rewarding atmosphere, conveying the peace of returning home. This is the main image of Y-Säätiö’s new campaign to stimulate debate on homelessness in Finland.

”I wanted to go out and support a socially relevant issue. Owning your own home should be a human right. Without a permanent address it is difficult to get your life in order, and I hope that this campaign will make people take homelessness seriously”, Jukka Jalonen commented.

Y-Säätiö is a politically independent foundation and the fourth largest landlord in Finland, specialising in reducing homelessness by providing affordable rental housing. Y-Säätiö’s campaign aims to show that owning a home is not a matter of course, but rather a privilege, as many Finns live without a permanent address. According to ARA statistics, there were 3 686 homeless people in Finland at the end of last year.

Homelessness is a societal challenge that can be solved

The current government programme sets the target of halving homelessness by 2023 and eliminating it by 2027. At national level, homelessness has been falling in recent years, but locally and across age groups, especially among young people, it has been rising.

Anyone can face homelessness or the threat of homelessness. Moving house, unemployment, substance abuse problems, loss of credit or changes in family circumstances can change one’s life situation unexpectedly. Homelessness is a major societal challenge, but Finland has the potential to be the first country in the world to eliminate homelessness. The key is the ‘housing first’ model, where a home is the best starting point for getting your life back on track.

”I have been privileged to live most of my life in my own home. I want to do my part to make it clear that not everyone has this privilege,” Jalonen adds.