The vote included a diverse set of charitable causes, ranging from youth and child welfare to aid for Ukraine, environmental protection, and a local cause within the Pirkanmaa region. A total of 360 employees from Insta and Kiilto participated in the vote. MLL received 34% of all votes, making it the winner. That MLL was chosen again this year speaks volumes about the employees’ strong commitment to the well-being of children and young people.
In 2025, employees at Insta and Kiilto once again selected the Mannerheim League for Child Welfare (MLL) to receive their annual charity donation, supporting youth mental health work. The same cause was chosen last year as well, reflecting the strong commitment of the employees to the well-being of children and young people—and the truly meaningful impact of the donation.
A Society Where Children and Youth Thrive Benefits Everyone
MLL provides a wide range of support services for children and youth, including phone and chat lines where young people can speak confidentially with a trusted adult every day of the year. MLL also supports families and schools by offering materials and training focused on the well-being of children and youth.
This spring, for example, MLL has taken part in the "Give a Voice to a Child" campaign, which aims to raise awareness among municipal and regional decision-makers about the importance of child and youth welfare. The campaign also gives voters information and tools to advocate on behalf of children and youth.
For over 100 years, MLL has worked to promote a better everyday life for children and families. Back in 1920, General Mannerheim invited citizens to join efforts to improve children's lives—a mission that continues today, now with the support of corporate partners.
"Supporting the mental health of children and youth is inherently valuable, but it also helps safeguard the future. The foundation of well-being is built during childhood and adolescence. This donation helps us continue providing essential support and adult presence to those young people who need it in their everyday lives,” says Tatjana Pajamäki, Head of MLL's Helpline Services.
A Shared Donation, A Shared Impact
Eeva Solja, Board Member and Co-owner at Kiilto, emphasizes the importance of the donation, highlighting how the future lies in the hands of the younger generation.
“Mental health challenges, anxiety, and loneliness are affecting children and teens at increasingly younger ages—an issue often highlighted in the media. It’s heartening to see that employees at both Kiilto and Insta share this concern and want to support organizations working to improve youth well-being. Children and youth need caring adults to help them through difficult times. At Kiilto, we strive to create well-being not only for our employees but also for the communities around us. Supporting children and youth plays a key role in that. Our future depends on them, and we all need to do our part to ensure that future is as bright as possible,” Solja says.
Niklas Mattsson, Vice Chair of the Board at Insta Group, is moved by the fact that employees value youth well-being so highly that they chose to support the same cause for a second year.
“It’s wonderful to see that employees at both Insta and Kiilto consistently view supporting youth mental health as important. That speaks to the shared values we live by in both our family companies. In recent years, we’ve seen growing evidence that young people deeply need safe, supportive adults who will listen. I’m proud that together with our employees, we can help make this impactful work possible for the benefit of future generations,” says Mattsson.
Youth well-being and mental health have consistently been important causes at both Kiilto and Insta. Prior to donating to MLL, the companies directed two annual donations to support Ukraine and, before that, two consecutive donations to Yeesi ry, a mental health organization for youth, to support its Sekasin group chat service. Read more about last year’s donation.
Let’s keep doing good together!
Additional information:
Niklas Mattsson
Vice Chairman of the Board, Insta Group Oy
niklas.mattsson(at)insta.fi
Eeva Solja
Brand Director, Kiilto
eeva.solja(at)kiilto.com or kiilto.com
