For 100+ years, Skolidrottsförbundet has helped kids move – through free school sports clubs run by young people themselves. But growth depends on adult support, and too few parents even know the organisation exists.

They didn’t need “awareness”. They needed a reason to care.

An opinion survey showed many parents had considered cutting back on their children’s sports for financial reasons. That insight became the story – used across national and local press releases and op-eds, shifting the focus from individual clubs to a bigger issue: kids’ right to a meaningful free time.

Result: Coverage in P4 Extra, TV4 Nyhetsmorgon, Lilla Sportspegeln and SVT Sport, with Secretary General Jonas Leth as spokesperson. The op-ed ran in almost every local paper and in Expressen. April–June: 200 press clips, 20M+ reach (excluding broadcast), and ad value of 8.3M SEK (excluding radio and TV).