No ordinary years

1177 Vårdguiden & Region Stockholm

Agency: Familjen, Paul Kühlhorn

On March 11, 2020, WHO declared COVID-19 a pandemic. It was our task to quickly guide nearly two million residents in Sweden's largest region, through their new everyday life.

Behavioural changes were needed – everything to get as many people as possible help reduce the spread of infection and ultimately save lives. In every unit, in every campaign, the strategy and creativity focused on giving everyone concrete guidance.

The tone, in both form and text, needed to constantly balance: it is serious, but not scary. Guide, without pointing fingers. And we needed to be where the target audiences were, in their everyday lives, in a language they could understand. In total, communication was translated into 37 languages and dialects.

Resumé – Hela Stockholm mot pandemin
Resumé – Svart fredag
Dagens opinion – Svart fredag

© Patricia Miodek

+46 (0)70 774 49 16