Keeping distance is rooted in Finnish DNA. Even before the covid-19 crisis, we’ve seen images of Finns waiting at bus stops 6 feet apart. When governments around the world are planning to gradually lift restrictions it is important to remind even the Finns that keeping the distance is still crucial. HOK-Elanto, one of Finland’s biggest retailers, has actively communicated about safety during grocery shopping and now they continue their work with an insightful print ad that demonstrates the preferred distance. The print ran in the nation’s biggest newspaper Helsingin Sanomat on 8th of May.