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Case 01 · Web · Brand · Cause · CMS

Roskapäivä

A cause site that leads with feeling, then shows what to do next.

ClientRoskapäivä · Eino Oinio
ScopeBrand · Web design & build · CMS
Year2026
Liveroskapaiva.fi
01 The why

The old site didn't look the part. The new one had to feel calm, professional, and like you're actually doing something.

Eino believes deeply in the cause, and the previous site didn't carry any of that. The new one needed to look genuinely professional and hold the movement's feeling: calm, hopeful, never a guilt-trip lecture. Nature and the forest belong here, but as a backdrop, not the headline.

So we built the site as a story. It opens with motion and an opening animation, so the reason and the emotion land first, and the practical asks come afterwards. Colour and imagery keep nature present throughout, framed as something hopeful rather than something to feel bad about.

  • 01Lead with the message and the feeling
  • 02Look genuinely professional, unlike before
  • 03Show the work and the partnerships on offer
  • 04Carry the citizens' initiative, kept positive

✦What if a cause site opened with a person and a feeling, not the problem?

02 Brand in the design

Every design decision served one idea: let the feeling lead, and let nature stay in the background.

A

Story before specifics

An opening animation sets the emotion first. The reason to care arrives before any practical ask, so visitors feel something before they're asked to do anything.

B

Nature as a backdrop

Colour and honest forest and lake imagery, real shots rather than stock. Nature stays present throughout, never used to preach or to make anyone feel guilty.

C

Calm credibility

An editorial serif brings warmth and personality; a clean, ordered structure keeps the site trustworthy for media and partners.

03 How visitors move through it

The site is built as a scroll-led story. You don't read about the movement, you walk into it.

01 A forest, then a face You open in the woods, then Eino introduces himself and the idea in plain language. It frames the whole site as a person talking to you, not an organisation broadcasting.
02 Eight years on a timeline An interactive timeline walks from the first anonymous post to a national event. It's proof the movement is real and growing, told as a journey rather than a CV.
03 The documentary A built-in player for Trashday, the short film about Eino. Visitors who watch it leave emotionally invested in the cause.
04 Proof in numbers The Vappu 2026 moment is told with an animated impact counter (1.1M reached in 48 hours) that gives sponsors and media instant, shareable credibility.
05 Three ways to act Every visit ends with a clear choice: follow on Instagram, join the next Roskapäivä (5.9.2026), or sign the citizens' initiative. There's always a next step.
Roskapäivä website hero · Ois siistimpääscreenshot · roska/hero.jpg
The hero. Ois siistimpää, jos ois siistimpää
Roskapäivä · eight-year timelinescreenshot · roska/timeline.jpg
The timeline. 2018 → 2027, one step at a time
Roskapäivä · Trashday documentaryscreenshot · roska/documentary.jpg
Trashday. The documentary player
Roskapäivä · Vappu 2026 impact counterscreenshot · roska/vappu.jpg
Vappu 2026. The impact counter
04 The journey, on screen
2018First piece of litter. An anonymous Instagram account is born.
2020A face joins the account.
2023Kone Foundation grant. Full-time at last.
2024The first nationwide Roskapäivä.
2025The “Roskapäivä-ukko” goes full-time.
20261.7M viewers. MTV3, Huomenta Suomi.
2027The next Roskapäivä, and whatever comes after.
05 Built to be owned

The biggest difference isn't on launch day. It's every day after.

A bespoke admin, built for this site

  • Edit every text on the site: headlines, story, captions.
  • Swap images and campaign photography in seconds.
  • Run the event calendar and add each Roskapäivä without a developer.
  • Publish to the blog and news straight from the dashboard.

Everything but the layout is yours to change. The design system stays locked, so the site always looks the way it was built, while the content moves as fast as the movement does. Routine updates don't cost you an agency retainer, a wait, or an expensive rebuild.

06 The impact
1.7MViewers reached in 2026
1.1MVappu reel, in 48 hours
500+Joined the first national day
8yrsFrom one post to a movement
“

[ Client testimonial: a line or two from Eino on working with Wihmo and running the site himself. Drop the real words in here. ]

Eino Oinio Founder · Roskapäivä

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