Creativity

A Throat Candy Brand Is Teaching Refugees Swedish With This App

Innovative Campaign by Lakerol Builds on Its 'Makes People Talk' Slogan

By Alexandra Jardine. Published on Sep 08, 2016

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Swedish throat candy brand Lakerol is known in the country for its long-running slogan, "Makes People Talk." That is now being put into practice with an innovative app that sets out to connect Swedish people with refugees and help new arrivals to learn to speak the language.

Last year, Sweden took in more than 160,000 refugees fleeing from Syria, Afghanistan and Eritrea, the equivalent of 1.7 percent of the total population. Lakerol points out that to be eligible for SFI, the Swedish Government's Swedish studies for refugees, refugees must often wait months if not years for a residence permit, but they can start with its free app, "Let's Talk," straight away.

The app matches refugees with established Swedes so they can set up regular chat sessions online -- you can watch a demo here. Matches are made based on interests, and once a user has made a match they can start practising their Swedish using instant messages, voice or video call. Both the app and campaign were created by Swedish agency King in co-operation with digital production company North Kingdom.

Cecilia von Perglas, Marketing Director at Cloetta, owner of the Lakerol brand, said in a statement: "Language is one of the most effective way to integration. The best way to learn a new language is simply talking as much as possible. For two decades, we have been known for saying that Lakerol 'Makes people talk.' Now it's time to prove just that."

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About

Credits

Date
Sep 08, 2016
Agency:
King
Client:
Lakerol
Digital Production Company:
North Kingdom
Production Company:
Bacon
Director:
Sara Haag
Executive Producer:
Ylva Axell
Producer:
Sandra Sohlman
Art Director:
Danel Hallberg
Copywriter:
Pontus Ekström
Agency Producer:
Mats Sandin
Director of Photography:
Jakob Ihre

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