Sanna Kotiranta: “DEI Turncoats” – Defending diversity when it’s out of fashion

Advisor on global communications at Väestöliitto, Sanna Kotiranta shares how the Finnish CSO’s DEI Turncoats campaign confronted the concerning trend of companies abandoning DEI programmes – raising awareness, sparking discussion, and advocating for inclusion.

When global corporations began quietly reversing their diversity commitments, at Finnish civil society organisation Väestöliitto, we decided to make the silence visible with fashion. In mid-2025, we launched a thought‑provoking campaign called the “DEI Turncoats”: a conceptual online store selling reversible ‘turncoat’ jackets resembling the visual identities of companies retreating from their DEI (Diversity, Equity & Inclusion) principles. Each jacket visualised how fast values can flip, reminding that equity should never go out of style.

The initiative was created pro bono with communications and branding partner United Imaginations. Together, we set out to confront this worrying global trend that, in Väestöliitto’s view, had received far too little attention in Finland. The message was clear: equity is a human right, not a seasonal accessory.

Background and objectives

Across the world, companies once celebrated for their DEI programmes began scaling them back as political winds changed. In recent years, DEI has become a core component of many companies’ value statements, leading to strategies, working groups and recruitment programmes. Just as quickly, however, these initiatives are now being reduced or cancelled. Yet in Finland, the discussion has remained muted.

For Väestöliitto, whose mission is to advance equality, sexual rights and inclusion both nationally and internationally, this silence was alarming. The campaign set three goals:
1. Raise awareness that DEI is under global threat and that abandoning it cannot be an option.
2. Spark public discussion around corporate responsibility and the moral weight of equity, even when it’s no longer “in fashion.”
3. Reinforce Väestöliitto’s position as a credible, outspoken advocate for inclusion — and invite donations to its international human‑rights work.

Creative idea and execution

At the centre was a conceptual online store selling “turncoats.” The reversible jackets carried two messages:
– Outside: “DEI is out.”
– Inside: “DEI is in.”
The typography and design playfully echoed real‑world corporate identities; close enough to feel familiar, distant enough to stay legally safe. Clicking to add the coat to your cart didn’t lead to a purchase but instead prompted a donation to our international work for equity.

The campaign aesthetic borrowed from high‑end fashion: striking product photography, minimalist layouts and a tone of polished provocation. The idea extended beyond digital:
• Outdoor advertising appeared in four Finnish cities (OTC ≈ 6.6 million).
• Two jackets were displayed in a Helsinki fashion‑store window, stopping passers‑by.
• And in a bold surprise appearance, the DEI Turncoats showed up at the Finnish Fashion Awards, inserting a human‑rights statement into Finland’s most glamorous stage.

Social media activity continued for nearly two months, with the strongest push during the first two weeks. Väestöliitto’s own channels reached over 209,000 people, and influencer collaborations (all pro bono) extended reach by another 85,000. The campaign also ran in Voima magazine, Finland’s largest cultural publication, and achieved 1.01 million earned‑media reach both nationally and internationally.

Results and impact

Advocacy was always the primary objective, with the donation path intentionally symbolic. The campaign generated widespread debate in social media, business circles and mainstream press, questioning how quickly corporations change their stance on equality.

• Social reach: ≈ 510 000 views / 209 000 unique reach
• Influencer reach: ≈ 85 000 (pro bono)
• Outdoor contacts: 6.6 million
• Media reach: 1.01 million
• Media ROI: 1 864×

Väestöliitto gained new credibility and corporate contacts, positioning itself as a fearless, relevant voice for equality  and proving that an NGO can challenge global brands with wit and style.

Learnings

The campaign showed how creative provocation can serve advocacy, when used authentically and in line with an organisation’s core mission. Because Väestöliitto is fundamentally about human rights, equity and inclusion, the campaign’s core message didn’t feel like a “stretch product” but a natural expression of its mission, even though this style of campaigning was new to the organisation.

Still, provocation in fundraising requires precision. It can spark conversation but must not confuse or alienate potential supporters. In this case, the balance worked: controversy invited dialogue, not backlash.

“The campaign wasn’t just about donations,” says Elina Korhonen, Director of International Affairs at Väestöliitto. “It was about credibility. If diversity and inclusion are the first things cut when budgets tighten, what does that say about the real weight of corporate responsibility strategies?”

Sanna Kotiranta

About Sanna Kotiranta

Sanna Kotiranta is an advisor on global communications at Väestöliitto, where she leads and develops the organisation’s global communications. Sanna also supports Väestöliitto’s fundraising especially related to its international work on sexual rights and equity. Sanna joined Väestöliitto in 2018 and has previous work experience in sexual rights from the Finnish NGO field. Sanna has a master’s degree in social sciences, majoring in international politics and a minor in development studies. Sanna is also a sexual counsellor.