Every child needs a trusted adult – Maaret Kallio and Matti Rönkä as patrons of the Luottoaikuiset campaign

12.08.2025 - The A-Clinic Foundation’s Fragile Childhood programme has launched the Luottoaikuiset (“Trusted Adults”) campaign, which highlights the importance of safe adults in the wellbeing of children and young people. The campaign is supported by trainer-psychotherapist and author Maaret Kallio, and former news anchor and author Matti Rönkä.

The campaign reminds us that anyone can be a safe adult for a child or young person, and that the most important things are presence and care.

The campaign encourages adults to reflect on their own role and to act as a trusted adult: someone who is present, safe, and caring in a child’s or young person’s life. Maaret Kallio emphasises that we should value everyday life and time spent together, rather than striving for perfection. “Everyday life and being together are wonders that we do not always recognise or know how to appreciate,” she says.

Matti Rönkä stresses that even a small, warm gesture can be decisive for a child or young person: “Even one safe adult can create hope, even if the starting points are not ideal. For a child, it is important to be seen and heard – something we all long for throughout life.”

Anyone can be a trusted adult

The campaign shares real-life stories of situations where a safe adult has provided support and had a positive impact on a child’s life. It invites everyone to share their own experiences of being or having a trusted adult at lasinenlapsuus.fi/luottoaikuiset.

“Many people do not realise how meaningful their actions and words can be in a child’s life. Our goal is to strengthen adults in this role,” says Fragile Childhood team leader Laura Barck.

Alko supports the campaign as part of its responsibility work

Ordinary and positive experiences are especially important for children whose home life may be unsafe. Alko supports the campaign as part of its long-term responsibility efforts, which aim to reduce alcohol-related harm, particularly from the perspective of children and young people.

“We have a responsibility to promote a culture where every adult recognises their impact on the children and young people around them. The Luottoaikuiset campaign provides concrete ways to act as a role model,” says Alko’s Responsibility Manager Laura Kvissberg.

Alcohol harm is visible in the lives of children and young people

According to the A-Clinic Foundation’s Addiction Survey 2025, more respondents than before now support maintaining restrictions on the sale and serving of alcohol.

Similarly, the Finnish Institute for Health and Welfare’s Alcohol Policy Opinions survey shows that more than half (54%) of Finns believe that limiting the availability of alcohol can influence population-level consumption.

Alcohol-related harm is clearly visible in the wellbeing of children and young people, which makes adult example and presence more important than ever.

---

Source: A-Clinic Foundation