First-ever exhibition exploring the history of the maternity package
The unique history of the Finnish maternity package from the 1930s to the present is featured at the Hooray for a good start! exhibition organised from 29 June to 2 September 2012 at Virka Gallery in Helsinki
Under the maternity grant programme, all Finnish parents are given the choice between a cash grant and a box of childcare items, known as the maternity package. Nearly all first-time parents opt for the maternity package, which is delivered to more than 40,000 families each year. The colourful history of the maternity package is now showcased at the Hooray for a good start! exhibition.
"With the exhibition, we wanted to tell the unique story of the maternity package and to show how it has, throughout its history, always been a product of its time," says Seija Kauppinen, Kela's communications manager.
Children helped to design the look of the exhibition. Texts feature letters sketched by the children, while images highlight the role that the maternity package plays during the first years of a child's life.
Virka Gallery drew 78,000 visitors last summer, a large part of whom were tourists. The maternity package exhibition is estimated to attract about 25,000 visitors during July and August.
"The maternity package is a unique product internationally, which means that is particularly exciting to be able to show it foreign guests," Kauppinen says.
Changing with the needs of families
The maternity grant programme was launched in 1938. Operated by municipalities, it was initially targeted to residents with low incomes. It was provided in the form of financial assistance or as a collection of useful items. The contents of the maternity package have changed with the social situation and the needs of families. Since 1949, the maternity grant has been provided to all families with children. The operation of the programme was handed over to Kela in 1994.
Today's maternity package is also an item of modern design. Kela arranged a competition in the autumn of 2011 aimed at creating a new design for the box in which the maternity package items are delivered. The winning entry was Sukupuu (Family Tree) by Johanna Öst Häggblom. Her design is featured on the next version of the maternity package, deliveries of which are expected to start this autumn.
The exhibition is being co-organised by Kela and the student body of the Aalto University School of Arts, Design and Architecture. The exhibition will be open throughout the summer at Virka Gallery. Entry is free of charge. The exhibition is part of the World Design Capital 2012 programme.
Additional information
Exihibition Hooray for a good start!, 29 June - 2 September 2012 at Virka Gallery
Helsinki City Hall, Sofiankatu 1,
Open Mon-Fri 9-19 and Sat-Sun 10–16. Free entry.
During the exhibition, workshops will be arranged where visitors can use gauze to decorate a souvenir to take home for their baby or themselves. Schedules for the workshops will be published at www.kela.fi/maternitypackage, http://www.virka.fi.fi and www.living.aalto.fi.
Additional information for media:
Kela’s Pension and Income Security Department,
Suvi Onninen, Benefits Manager, Tel. 020 634 3942, 040-512 4281
Kela, Communications Unit
Seija Kauppinen, Communications Manager, Tel. 020 634 1424, 040-772 7835
Royalty free photos available until 2ndSeptember: http://www.kela.fi/in/internet/suomi.nsf/NET/070612125330HL?OpenDocument
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