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DR OETKER — Campaign

Paula teaching friendship skills to first graders

Friendship skills are social skills that need to be practiced from a young age. The younger you start to practice, the better you become at dealing with social situations. Now these important skills are taught to first and second grade students by Dr. Oetker’s Paula puddings in cooperation with SOS Children’s Villages.

Practicing friendship skills from the first grade

No child should be left alone because he or she does not have sufficient skills to establish friendships. This goal led SOS Children’s Villages Finland and Paula puddings to carry out a campaign in order to teach friendship skills to first graders. First graders and their teachers were chosen as the target group because good friendship skills help to build friendships throughout life.

Partnering with SOS Children’s Villages Finland

SOS Children’s Villages Finland is the partner of the PAULA Kaveritaidot (Friendship skills) campaign. The need for teaching friendship skills was also noticed by SOS Children’s Villages. In May 2020, when the coronavirus hit Finland, SOS Children’s Villages Finland established the Apuu chat to ensure that no child would be left alone with their worries and fears.

At the same time, a dedicated website for friendship skills,, was launched with the purpose of providing tips for the teachers of first graders for teaching friendship skills. Friendship skills were also promoted by means of radio advertising, in an HS article, in newspaper advertisements as well as social media content and influencer communications. A friendship skills test was also spread in social media.

Few of us can cope here alone, so we need each other. Friendship skills are needed for group working and maintaining friendships. Good friendships are also important for children’s growth and development.”

Elina Stenvall, planner, SOS Children’s Villages Finland

Simo Arvo
Account Director
+358 40 132 5682

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