(Communications support)

Vårdförbundet

When the pressure rises, communication can’t wobble. It has to hold.

Our partnership with Vårdförbundet began with a report launch in autumn 2023. It quickly became clear they needed long-term support – from strategy to hands-on execution. So we set up a flexible retainer designed to scale with their reality.

Then that reality escalated.

In spring 2024, negotiations turned into open conflict with SKR and Sobona. The pace jumped. The risk increased. And the need for support became urgent.

We stepped in as an extension of their PR team – on site and behind the scenes. We developed communication plans, key messages, and Q&As, and produced copy, op-eds, and press releases at speed. We also helped staff the press line, supported spokespeople across the country, and when needed, acted as interim press lead.

Result: Vårdförbundet could move fast and speak clearly through an intense period. The communication held together – externally and internally – and the team got room to breathe when a lot was on the line.