Sweden Launches Campaign Positioning Itself as a “Prescribable” Destination for Wellbeing
sweden is pioneering a new approach to tourism, positioning itself as the first country globally that doctors might actually “prescribe” to patients. The innovative campaign, spearheaded by the Swedish tourism Office, Visit Sweden, and agency Prime Weber Shandwick, centers around the idea that travel can have a profoundly positive impact on both mental and physical health.
Dubbed “the Swedish Prescription,” the campaign leverages medical terminology to highlight the wellness benefits of Swedish culture and natural environments. It draws on research indicating individuals are more likely to engage in activities like spending time in nature when recommended by a healthcare professional.
The campaign specifically showcases scientifically-backed activities within Sweden known to boost wellbeing. Thes include sauna sessions in Lapland, proven to improve sleep, and ice bathing in the Stockholm archipelago, which stimulates blood circulation. Even the traditional Swedish “fika” – a coffee break with a sweet treat – is highlighted for its ability to enhance productivity.
Visit Sweden is featuring testimonials from medical professionals supporting the concept. Dr. Stacy Beller Stryer of Parkrxamerica, such as, states she would “prescribe” a trip to Sweden to her patients, citing the country’s rich natural and cultural offerings as beneficial to health.
This initiative aligns with a growing trend among doctors to prescribe lifestyle changes alongside, or even rather of, medication.
The campaign launched with a video spot and an online “recipe generator” available at VisitSweden.com,alongside a broader public relations strategy.
“Most tourist destinations compete with increasingly imposing promises, but we have chosen to do the opposite,” explains Petter Lublin, Creative Director of Prime Weber Shandwick. “‘The Swedish Prescription’ doesn’t sell spectacle, but a culture of respite, tranquility, and nature as medicine – something modern travelers truly need. In this sense, Sweden isn’t an escape, it’s a remedy.”
Campaign Details:
* Advertiser: Visit Sweden
* Agency: Prime Weber Shandwick
