Tillsammans orkar vi

The mental health of Swedish youth is at stake. LF Jönköping is now recruiting characters from the gaming world for a mission to break the stigma around seeking help and to make young people feel safer online.

Gaming is part of everyday life for 90% of all children in primary and middle school. It’s a positive and safe space for many, but it has lacked the kind of support found in traditional sports. Länsförsäkringar wants to change this through a new kind of sponsorship. In collaboration with Save the Children, gamers over the age of 18 are being trained as digital safety hosts, who will be there to talk and guide young people to professional help when needed.

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In gaming, you don’t get to know each other face to face, but avatar to avatar. To celebrate this way of socializing, the digital appearance of the safety hosts was made the heroes of the campaign. The 3D-designed characters are inspired by popular games such as Fortnite and Counter-Strike.

We wanted to visually show that Länsförsäkringar truly embraces gaming culture. It’s a nice thought that the character who just took a shot at you in the game can, the next moment, listen to how your day at school has been.

This is a continuation of Länsförsäkringar’s long-term initiative “Tillsammans orkar vi” (“Together we cope”), which aims to strengthen young people’s mental health. A concept we’re proud to have helped develop.

The campaign has already led to 42 digital safety hosts in Jönköping County joining and completing training through LF Jönköping in collaboration with Save the Children – exceeding the campaign goal by more than 700%. It also brought widespread attention to the issue and highlighted Länsförsäkringar’s commitment to social responsibility among the general public, while generating exceptional engagement within the primary target group of 18–29-year-olds. In fact, 40% of young adults in Jönköping were aware of the campaign.