Goals and objectives
Invest Stockholm, the official investment promotion agency of Stockholm wanted to promote Stockholm as the best city in the world for women to live and work. The ultimate aim was to attract international female talent to relocate to Sweden's burgeoning capital.
Invest Stockholm approached an online news network and long-time commercial partner The Local for help telling their story to an international audience. The Local suggested partnering up on an integrated "show don't tell" campaign that told the stories of international women who had moved to Stockholm and seen both their personal and professional lives flourish.
This content would also be interspersed with other stories related to gender equality in Stockholm, such as the positive impact that it has on the lives of men in the city and how workplaces benefit financially and socially from increased gender equality.
Entitled 'Stockholm: A Woman's Place', the campaign (or 'initiative' as the client prefers it to be called) uses articles, podcasts, and seminars to reinforce that Stockholm is the most gender-equal city in the world and that here in Stockholm, a woman's place is not in the home, in Stockholm 'A Woman's Place' is wherever she wants it to be.