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Industry Social Services
Media Promo & PR, Case study
Market Sweden
Agency JKL
Agency MSL NORDIC Stockholm
Producer Jesper Lennartsson
Released August 2012

Credits & Description

Category: Public Affairs
Client Director/Head of Public Affairs: Peter Steere (JKL)
Client Manager/Project Manager: Magnus Rydin Lemoine (JKL)
Digital Director: Christian Åkerhielm (MSL Stockholm)
Digital PR Consultant: Eric Aronson (MSL Stockholm)
Consultant: Ella Bohlin (JKL)
Consultant: Ann Sonne (JKL)
Consultant: Lena Smedsaas (JKL)
Consultant: Niclas Holmberg (JKL)
Video Editor: Jesper Jarl (JKL)
Summer Associate: Axel Ingvarsson (JKL)
Host: Jonas Leijonhufvud (Freelance)
Co-host/Interviewer: Ebba Hultkvist (Freelance)
Co-host/Interviewer: Fredrik Eddari (Freelance)
Assistant: Amanda Rönn (MSL Stockholm)
Executive Producer: Niclas Grunewald (Creo Media Group)
Project Manager: Annelie Dahl (Creo Media Group)
Producer: Jesper Lennartsson (Creo Media Group)
Technical Operations Manager: Daniel Joneström (Creo Media Group)
Graphics: Mauricio Molinari (Creo Media Group)
Scenography: Elin Hallberg (Creo Media Group)
Media placement: Web-TV Channel - YouTube - 20 August 2010
Media placement: Social Media - Twitter, Facebook - 20 August 2010
Media placement: Online Debate - Newsmill - 20 August 2010
Media placement: Press Releases - Nyheter24, Maktkamp24, SR P3/P4, Norrköpings Tidningar,, Campus, Short - 23 August 2010
Media placement: Blogger/opinion Maker Outreach - Official Blogs Of All Parliamentary Parties, Independent Political Blogs And Opi - 25 August 2010
Media placement: Debate Article/Op-Ed + Video Interview - Aftonbladet, - 2 September 2010

Summary of the Campaign
The financial crisis hit Europe hard – Sweden included. But Sweden now enjoys one of the fastest growth rates in Europe. However, one in four young people are unemployed and as the elections were approaching in 2010, the pre-election debate lacked focus on youth unemployment. In order to get the issue into the public lime-light and onto the political agenda, we created a platform where young people could talk directly to politicians. Inspired by the popular TV-show Dragon’s Den, four young entrepreneurs grilled politicians with tough questions. The politicians were rated on how well they impressed the jury. Behind the scenes interviews, stories from young people and comments from Swedish opinion makers all aimed at identifying solutions to help young people get jobs. The show’s reputation spread via social media and onto traditional media. A provocative video statement by a famous personality was leaked to Sweden’s leading daily tabloid, resulting in an op-ed article, which frenzied the online and media debate. In just three weeks, The Job Roast’s YouTube page got over 266,000 views and 2,000 user comments. Thanks to The Job Roast, youth unemployment was no longer a non-issue in Swedish politics.

The Situation
Summer 2010. The parliamentary elections are coming up and Sweden enjoys one of the fastest growth rates in Europe. However, it’s a jobless growth. Sweden has the highest level of youth unemployment in the EU with one in every four young Swedes out of work.

For Sweden’s largest business federation – the Confederation of Swedish Enterprise – this is a matter of serious concern. Long-term Swedish competitiveness is of fundamental importance. With unemployment, young people risk becoming stuck in a long-term state of isolation – a threat not only to them, but to the entire Swedish welfare model.

The Goal
(1) Bring the youth unemployment issue high on the media agenda and into the minds of the general public in the run up to the 2010 elections.

(2) Address especially young people and engage them in a solution-based conversation.

(3) Get politicians to face the consequences of youth unemployment and make people see the connection between current business conditions, the entrepreneurial climate and youth unemployment.

The Strategy
Using an entertaining guise for this important, but not always appealing issue, we created a platform to engage politicians, opinion makers, young people and the general public in an online discussion about youth unemployment and Swedish competitiveness.

The format used was an online TV-show inspired by the popular TV-show format Dragon’s Den. In The Job Roast (Jobbgrillen in Swedish), four young entrepreneurs grilled representatives from the seven main political parties. We wanted to test and judge their ideas on how to combat youth unemployment – on camera.

In order for the content to be spread, linked and commented via social media, we created easily digested, humorous and controversial content. The strategy was to make this a gateway to the more serious content and trying to find solutions for youth unemployment.

The campaign was launched four weeks before the parliamentary election on September 19 and ran as planned. Seven main episodes were made – one for each parliamentary party – and a grande finale debate with live audience, between the leaders of the youth divisions of the two main political parties. Behind the scenes shoots, bloopers and interviews with influential opinion makers formed a long tail of interesting content. More than 100 video clips were made, focusing on different aspects of youth unemployment and published on The Job Roast’s YouTube page as well as commentated on Facebook and Twitter. A provocative video statement by a famous personality was leaked to Sweden’s leading daily tabloid, resulting in an op-ed article and frenzied debate on their web site. Each political party also had one day to spill the beans on how to combat youth unemployment in one of the largest online debate forums in Sweden.

Documented Results
The YouTube channel reached 266,000 views and over 2,000 user comments in only three weeks. The videos were recognized and linked to by the official blogs of all the political parties taking part. This helped make The Job Roast known to a wide audience of young people, media and politicians in the final weeks before the parliamentary election.

Our interview with Sweden’s most famous blogger, Blondinbella, pushed the show to the top of the Swedish YouTube charts and Swedish National Radio recognized the online debate. This, combined with the online and print op-ed articles cemented The Job Roast’s position as an important platform to discuss youth unemployment – The Job Roast, and the issue of youth unemployment, had reached traditional media.

Youth unemployment became an important issue in the final weeks of the parliamentary election. Swedish politicians were pushed by an increased public debate demanding real solutions.