Title	MALMÖ FF TILLSAMMANS (MALMÖ FF TOGETHER)
Brand	MALMÖ FF
Product/Service	N/A
Category	A08. Charities, Public Health & Safety, Public Awareness Messages
Entrant	FEW Malmö, SWEDEN
Idea Creation	FEW Malmö, SWEDEN
Media Placement	FEW Malmö, SWEDEN
PR	FEW Malmö, SWEDEN

Name	Company	Position
Malin Fredriksson	FEW Agency	PR Strategist
Marcus McKinley	FEW Agency	PR Strategist
Karl Adrilsson	FEW Agency	Art Director
Ida Backman	FEW Agency	Copywriter

The Campaign

In October 2015, Europe experienced the largest refugee crisis since World War II. Malmo was the city that received the highest number of unaccompanied refugee children of all the cities in the world. To welcome these new residents of Malmö and provide them with an hour's break from the trauma of being displaced without their parents, Malmo FF chose to invite them to their home game against Kalmar FF and encouraged their supporters to welcome them into the MFF family.

Campaign Success

Under the idea of “Tillsammans”, five hundred unaccompanied refugee children from refugee homes in Malmö were invited to the home match against Kalmar FF. To gather strength from the positive supporter culture in Malmö, the initiative was for the most part activated in owned channels, social media, and also through three entries in the local newspaper. There the fans were given an opportunity to make all of the refugee children and young people feel especially welcome. To the game, to the city of Malmö and to the community in the MFF family.

Describe the success of the promotion with both client and consumer including some quantifiable results

- There were about five hundred unaccompanied refugee children attended the match and together they coloured their section Malmö FF sky blue using all of the donated souvenirs. - The campaign had a great impact in the media. 100+ articles in both local and national press with an estimated PR value of 3.8 million SEK and a reach of 22,686,994. The social media activity got Malmö FF’s posts on Facebook, Twitter and Instagram over 35,000 likes and lots of shares and retweets. - We gave the refugees living in Malmö an hour's break from the trauma caused by being on the run from the war without their parents - Last but not least, we welcomed the new members into the MFF family.

Explain why the method of promotion was most relevant to the product or service

Malmo FF has a history of being a force for good in society that stretches back to World War II. When Europe and the world experienced the worst refugee crisis in modern time it was important to activate all interest-groups around the club; from players and sponsors to supporters. The act, donating an old shirt or scarf has a great symbolic value for a supporter. The ultimate way to say welcome in the fellowship. Welcome to Malmö FF family.

To maximize the impact, it was important to engage all stakeholders around Malmo FF. We started by asking supporters for help and provided them with an opportunity to support the cause by donating old scarfs, shirts or flags. We also reached out to sponsors. Retail store Intersport donated space in their stores for the collection boxes. These were also placed in other public places around the city so that all Malmö residents could get involved. Not just the hardcore MFF supporters. Jersey sponsor Rörläggaren agreed to remove their logo from the team’s shirt to accommodate for the initiative's slogan; “Tillsammans” which is Swedish for “Together”. This news was first shared with press at a specially held conference. Lastly, we made video content films with some of the Malmö FF players where they talked about the power that the audience has and how together we can really make a difference.