Campaign details

Advertiser: Svenska Spel
Brand: Svenska Spel
Agency: Jung Relations
Country: Sweden


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 Immigrants", a long-term initiative and visual textbook developed to teach Swedish using the language of sports. Our strategy was to make learning more fun, introduce popular sports to immigrants and welcome newly-arrivals and asylum-seekers to the Swedish sports community. By doing that, we wanted to engage schools, sports clubs, organizations, volunteers – and media – in Svenska Spel's cause.