Sports Swedish for Immigrants


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Svenska Spel knows their customers prefer to bet with a company that takes social responsibility. Our brief was to build communications that manifests exactly this.

In 2015, more than 5M people fled the was in Syria. 160 000 came to Sweden. Being a cause-driven company and Sweden’s no1 sports sponsor, Svenska Spel wanted to contribute to integration and welcome newly-arrivals to Sweden, and to the Swedish sports movement. We understood that the lack of language skills was a barrier, stopping immigrants from participating in sports.

The objectives:

- Engage 1,000 sports clubs in a CSR project manifesting Svenska Spel's social engagement

- Generate 4M+ earned reach about Svenska Spel's social contribution

- Become the betting brand that is most widely associated with "a company that is engaged in increasing diversity in sports"

- Become the betting brand that is most widely associated with "a company that shows social engagement".


In November 2016, we launched "Sports Swedish for Immigrants" through a dedicated web site (, 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.

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