Svenska Spel: Sports Swedish for immigrants

Svenska Spel, a Swedish gambling and betting company, used sporting terms to help immigrants integrate into Swedish society with a book and social media.

Campaign details

Advertiser: Svenska SpelBrand: Svenska SpelAgency: Jung RelationsCountry: Sweden

Background

In 2015, more than 5M people fled the war in Syria. 160 000 came to Sweden. Being a cause-driven and Sweden's no 1 sports sponsor, Svenska Spel wanted to contribute to the integration and welcome newly-arrivals to Sweden – and to the Swedish sports movement. We understood that the lack of language skills was a great barrier, stopping immigrants from participating in sports.

Strategy and creative concept

To manifest how Sweden's largest sports sponsor takes social responsibility, we developed "Sports Swedish for...

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