Where you are

About the project

Närhälsan's 2024 campaign was a close collaboration between Närhälsan, Welcom, and VEKST. The goal was to create a converting and inclusive campaign that represents the entire region and highlights the breadth of Närhälsan's services. With a primary focus on the 40–60 age group, without forgetting other residents, the campaign took a holistic approach to reach everyone.

services

Communication

Strategy

customer

Närhälsan

Two elderly men with walking poles stand next to each other on a park path and smile

A mobile phone and two posts from Närhälsan with the texts "Where you are", "We make the difficult easier", and "Pain?"

Five films - five life stories

In a series of five short films, we meet different people who have all received help from Närhälsan. Through interactions with loved ones, they are reminded of how life's challenges become easier to handle when you are registered with Närhälsan. The films illustrate that help is accessible and meets you where you are in life, whether at home, on the go, with physical or mental ailments.

A digital campaign with physical presence

The campaign took place in both the digital and physical worlds. Videos and advertisements on social media such as YouTube, Meta, and OLV were complemented by outdoor advertising, ads on buses and trams, and a dedicated campaign page. By being present in residents' everyday lives, both online and offline, Närhälsan was able to strengthen its position as an accessible and reliable healthcare provider for everyone.

A father places his hand on the shoulder of a teenager who lies awake in bed

Three mobile phones with Närhälsan's social media ads under the headline 'Where you are'

Two women sit at a cafe table against a white house wall, closing their eyes to the sun

Innovative storytelling that creates recognition

Närhälsan's campaign takes storytelling to a new level by creating recognition and empathy in the viewer. Instead of focusing on the medical appointment itself, the campaign shows how access to good healthcare affects people's lives at large. Through this innovative approach, a deeper emotional connection to the Närhälsan brand is created, and the message about the value of their services is reinforced.

FAQ

What is a message platform?

Your narrative, your core messages, and your tone of voice gathered so that the entire organization can use them. It determines what you say, before the choice of channels determines where.

In practice, it is a short document: what you do, for whom, why it matters, and what evidence you rely on. Plus what it sounds like when a salesperson, a recruiter, and a CEO say the same thing in their own words.

The benefit becomes apparent when several people need to communicate at the same time. Without a platform, every initiative becomes a new negotiation about what applies. With it in place, work goes faster and the messages remain cohesive over time.

What is a message platform?

Your narrative, your core messages, and your tone of voice gathered so that the entire organization can use them. It determines what you say, before the choice of channels determines where.

What is a message platform?

Your narrative, your core messages, and your tone of voice gathered so that the entire organization can use them. It determines what you say, before the choice of channels determines where.

We already have a brand platform, do we need this?

Often, yes. The brand platform says who you are; the communication strategy says how you tell it, and to whom.

Brand work usually stops at position, promise, and values. This is the right basis, but it says nothing about which target groups should be reached first, which issues you should own in the debate, or what you should answer when someone questions you.

We therefore start with what you already have. If the platform holds, we build on it. If it chafes against reality, we say so, with a proposal for what needs to be adjusted.

We already have a brand platform, do we need this?

Often, yes. The brand platform says who you are; the communication strategy says how you tell it, and to whom.

We therefore start with what you already have. If the platform holds, we build on it. If it chafes against reality, we say so, with a proposal for what needs to be adjusted.

We already have a brand platform, do we need this?

Often, yes. The brand platform says who you are; the communication strategy says how you tell it, and to whom.

We therefore start with what you already have. If the platform holds, we build on it. If it chafes against reality, we say so, with a proposal for what needs to be adjusted.

How do we start?

With a conversation about the current situation. Then we say what is needed. Sometimes it is less than you think.

The conversation is about where you stand, what you have tried, and what is causing the friction. We would love to see what you have already produced, regardless of how finished it is. That says more than a requirement specification.

After that, you will receive a recommendation: a proposal for the first step, what it means in terms of time, and how much it costs. If you choose to do it yourself from there, the material is yours to use.