started 2 years ago in Finland by Aalto Entrepreneurship Society (AaltoES). • Until 2011, it was a national campaign with a vision to make Oct, 13th a new flag-raised day to think about failure. • In 2011, AaltoES, along with Boardman Tulenkantajat, interviewed 15 well- known Finnish figures (e.g. Ex-CEO of Nokia, Jorma Ollila) and brought together a dozen more as supporters of the campaign. • In 2011, the campaign reached more than 1.2 million people out of 5 million total population in Finland and received an extensive media coverage from TV news, newspaper, and radio.