We discuss the #Kavlaupp campaign—an initiative led by the advertising industry and Sweden’s Communication Agencies. 

Nearly 100 profiles chose to roll up their sleeves to encourage Swedes to get vaccinated against COVID-19, with the project aiming to go from idea to launch in three months. So how did the process unfold? Who was selected? How was it funded? What were the challenges? And what were the key lessons learned? 

Listen to conversations with Björn Rietz, advertising veteran, copywriter, and campaign initiator; Helena Westin, Chairman of Komm; Robin Hallgren, Head of Innovation at The Amazing Society; and Micael Bindefeld at Micael Bindefeld, who all contributed to the campaign.