Finland’s South Savo well-being services region used Eurovision branding in recruitment campaign

The South Savo well-being services region in Finland has ended a recruitment campaign that mimicked the branding of the Eurovision Song Contest, reports public broadcaster Yle. The campaign website was closed on Friday after running for about a week.

The regional authority, known as Eloisa, launched the campaign—dubbed “Eloisaviisut” (Eloisa Eurovision)—last week to promote job openings. The materials featured visual elements resembling the Eurovision brand, which is trademarked by the European Broadcasting Union (EBU).

Hanna Kulla-Numminen, Eloisa’s head of recruitment development, acknowledged that copyright concerns had not been considered when adopting the Eurovision-inspired design. “We wanted to showcase Eloisa’s positive organisational culture and good work to audiences beyond just job seekers,” she told Yle.

The campaign included a video featuring Eloisa employees, produced with external support. Kulla-Numminen noted that music-themed branding had been used previously by the organisation, though she could not yet assess whether the campaign had generated job applications.

Eloisa did not respond to Yle’s question about whether the EBU had contacted the region regarding the unauthorised use of its trademark.