Landsorganisationen i Sverige (LO)

Problem
The union doesn’t attract young people. Why should youngsters care about the union? I didn’t, and probably you didn’t either.

Insight
Young people don’t understand the personal benefits of unions and perceive them as boring. Zzz.

Solution
Reframe the union's message to highlight benefits that are individualistic and appealing by applying the style of an industry that effectively appeals to individuals — drumroll... training.