Although Anttila says the campaign got an overwhelmingly positive response in Finland, and indeed won an award, not everyone was equally enthusiastic over the decision to cast a young expectant African mother in a campaign designed for a western audience - Plan Finland explained that the campaign ran in Finland only.

According to the European Monitoring Centre for Drugs and Drug Addiction EMCDDA, there were 194 cases of death due to drug overdose in 2016 - an increase of 28 cases on the previous year. The agency has based its findings on data provided by Statistics Finland.

The agency found that men are over-represented in the proportion of deaths caused by drug overdose, which is one of the leading causes of death among men under the age of forty in Finland. In fact, fatal drug overdose cases rank alongside suicide, cancer and accidents as one of the most common causes of death in this age group. The agency reported that more than two-thirds of drug overdose fatalities - some 77 percent - involve men.