It Matters
Järvaveckan is an initiative that challenges the norm – a platform breaking new ground and confronting our perceptions of one another. For the 2023 edition, Gullers Grupp was tasked with reshaping Järvaveckan’s communications – a mission that led to record-breaking attendance.
The case in short
What we did
Järvaveckan is a democratic platform and annual event organised by the foundation The Global Village since 2017. Its mission is to strengthen democracy and social cohesion, and to increase civic engagement among residents with migrant backgrounds.
For a few days each summer, Järvaveckan transforms Spånga Sports Ground in northwest Stockholm into the political centre of Sweden – but also into a marketplace, a job fair, a festival, a networking event, and an art exhibition. The event encourages dialogue across boundaries and between communities.
As an agency working with leading public actors, Gullers Grupp was a natural fit to help amplify Järvaveckan’s communication and solidify its role as a key player in society. Together, we developed the campaign “It Matters” – highlighting the importance of showing up, participating, and caring.
Work began already in autumn 2022. The goal: to support an informed public debate and foster more open conversations through new knowledge and vital insights into Swedish society. We started by developing a new communication strategy, campaign plan, and visual identity. With its new look and tone, Järvaveckan took on a more mature and inclusive expression – allowing for a significantly broader audience.
The branding of the organising foundation, The Global Village, was deliberately toned down. Instead, we scaled up Järvaveckan Research to firmly establish Järvaveckan not just as an annual event, but as a trusted source of insight and year-round activity. Together, we curated a strong programme of speakers and panels to explore society’s most pressing issues.
During the spring, we worked more closely than ever before, with one of our communications specialists placed directly at Järvaveckan’s office – fully embedded in the day-to-day communication. With the “It Matters” campaign, we aimed to inspire more people to attend and to show why it matters to take a stand for the things we care about. Paired with the year’s theme – “Tomorrow’s Sweden” – the campaign struck a hopeful tone in an otherwise sombre time.
Our messages appeared across social channels and throughout Stockholm, thanks in part to a collaboration with Clear Channel. The campaign reached over 1.3 million people on social media. Total exposure – across social, print, digital and media coverage – topped 121 million, nearly doubling that of 2022.
The campaign’s impact was also visible on-site: with 68,000 visitors, Järvaveckan 2023 became one of the most successful editions to date – 15,000 more attendees than the previous record, representing an increase of nearly 30%.
