Title	SPORTS SWEDISH FOR IMMIGRANTS
Brand	SVENSKA SPEL
Product/Service	STATE-OWNED BETTING
Category	B04. Business Citizenship / Corporate Responsibility
Entrant	JUNG RELATIONS Stockholm, SWEDEN
Idea Creation	JUNG RELATIONS Stockholm, SWEDEN
PR	JUNG RELATIONS Stockholm, SWEDEN
Production	JUNG RELATIONS Stockholm, SWEDEN

Name	Company	Position
Jonas Sevenius	Jung Relations	Co-founder
Johan Nyman	Jung Relations	Project Manager/Advisor
Hampus Klint	Jung Relations	Designer
Per Holmquist	Jung Relations	Creative
Fredrik Manuel Persson	Jung Relations	Production Manager
Joel Sköld	Jung Relations	Junior Advisor
Jasmine Falk	Jung Relations	Junior Advisor
Jakob Bjerkesjö	Jung Relations	Producer
Wessam Altabbaa	Jung Relations	Intern
Måns Dohns	Jung Relations	Producer
Mårten Strassburg	Jung Relations	Project Manager
Max Hafelt	Jung Relations	Advisor

The Campaign

To manifest how Sweden’s largest sports sponsor takes social responsibility, we developed “Sports Swedish for Immigrants”, a creative and visual textbook developed to teach Swedish using the language of sports. The idea 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, refugee centers, volunteers – and media – in Svenska Spel’s cause. The creative idea perfectly tapped into a social challenge in Sweden, and to the no1 topic in the media: integration. "Sports Swedish for Immigrants" was produced in collaboration with five of Sweden’s national sports associations and two educational companies. The sports associations guaranteed relevance and engagement from sports clubs, and the educational companies guaranteed teaching material that was not only creative in the packaging, but also in line with educational science and teaching practice.

Execution

In November 2016, we launched "Sports Swedish for Immigrants" through a dedicated web site (http://www.sportsvenska.se), where sports clubs, schools, organizations, refugee centers and individuals could order the book for free. To grab the attention of media, we kicked everything off with a first IRL Swedish lesson with newly-arrivals in a suburb close to Stockholm. The response from the students was fantastic, making it a magical moment not only for them, but also for the teachers and the media that were invited to participate. The event was followed up by a very ambitious media relations plan and interviews in TV, radio and national news media. To drive traffic to the website, to engage sports clubs and others in our cause and to get people to actually order the book, the initiative was supported by a social campaign, with online video and strategically targeted posts.

Tapping into a real social challenge, this initiative engaged people all over the country, grabbed the attention from almost all major news media and build a positive brand perception for Svenska Spel. • The first edition of 1,000 books was gone within days. Today more than 26,000 books have been ordered and distributed to sports clubs, schools, refugee centers, libraries and volunteers who are not engaged in Svenska Spel's cause. • More than 50 major news outlets (including almost all national news media) covered the initiative, with an earned media reach of 16M+ (in a country with 10M inhabitants). • The sentiment was close to 100% positive with an outstanding message delivery. Almost all news stories features the call-to-action: order "Sports Swedish for Immigrants" and join Svenska Spel in making Swedish sports more diverse and inclusive. • After the initiative, 27% of the yearly betting customers associate Svenska Spel with "a company that is engaged to increase diversity in sports", putting Svenska Spel in the no 1 position (new measurement) • After the initiative, 34% of the yearly betting customers associated Svenska Spel with "a company that shows social engagement", putting Svenska Spel in the no1 position (in 2016 Svenska Spel was #2). • Most importantly, tens or thousands of immigrants have been welcomed to Sweden and to the Swedish sports movement!

The Situation

Svenska Spel is a state-owned betting company. To manifest their role as a corporate citizen, we created "Sports Swedish for Immigrants" – a long-term PR/CSR initiative teaching Swedish to newly-arrivals, using the language of sports. Our visual textbook has been ordered in 26,000 copies and distributed to sports associations, sports clubs, schools, libraries, refugee centers and volunteers all over Sweden. We generated a 16M+ earned reach in a country with a population of 10M inhabitants. We also built Svenska Spel's brand perception, making them the betting company in Sweden that is most frequently associated with diversity and social engagement.

The Strategy

We had two target audiences: 1) customers who prefer to bet with a company that takes social responsibility, 2) the Swedish sports movement, to which Svenska Spel is the main sponsor. To build positive brand perception among customers, the strategy was to manifest that Svenska Spel's sponsorship of Swedish sports is not only about money contributions - but about positive contributions to make sports more diverse and inclusive. As for the second target group, data showed that many sports clubs do a great job integrating newly-arrivals in their operations, but the lack of language skills was a great barrier. Our strategy was to lower that barrier, by providing sports clubs, schools and others with the tool they needed to teach Swedish to immigrants. The first target group was to be reached through broad national media, while the second group would be reached by direct marketing and social channels.