Picadeli, together with its owner Greenfood Group, is presenting a campaign that challenges the regulations surrounding the Swedish wellness allowance, a tax-free employee welfare benefit. Through the campaign, Greenfood want to get more Swedes to eat healthily – while deducting it as wellness care. A health hack – for public health. The campaign is a result of Stendahl’s strategic branding and communication work for Greenfood Group.
Since 1988, the wellness allowance has existed as an incentive for Swedish employers to pay for their employees’ exercise. At the same time, research shows that the food we eat has up to eight times greater impact on the risk of disease, compared to physical activity. So Stendahls, Picadeli and Greenfood Group are launching the Friskmatsbidraget campaign.
A health coup that gives Swedes the opportunity to maximise the effect of their wellness allowance.
“Today, the rules do not allow you to use wellness money for healthy food. We want to change that. If the wellness grant is really going to make a difference, policymakers should enable Swedes to use the grant for things that really affect public health. That is why we are taking the lead and launching the Friskmatsbidraget,” stated Frida Bresander, marketing manager at Picadeli.
“Both Picadeli and Greenfood Group are so passionate about more sustainable food and improved health that they are prepared to bend the rules and challenge the system! It is fascinating to meet companies that really stand up for their values, and we hope that the campaign can spark a discussion far beyond their own forums,” commented Peter Ohlsson, client director at Stendahls.
For those who want to support the campaign, it is not very complicated. They buy a training session at www.friskmatsbidraget.se and then receive a voucher for the salad in their inbox. They then give the receipt for the training session to their employer, who in turn deducts money from the wellness allowance pot. A health hack – for public health.
“It is time to introduce a health food allowance – for public health! We are therefore taking a first initiative, and hope that our decision-makers will take the issue further,” Bresander added.
The framework also includes a petition that enables more people to support the initiative.
Source:
The Global Burden of Disease (IHME) research summary shows that dietary habits – not lack of exercise – are a dominant cause of the burden of disease in Sweden. Only tobacco and high blood pressure cause greater risks.
Credits:
Creative Agency: Stendahls
Creator & Art Director: Dennis Rosenqvist
Creators & Copywriters: Michael Schultz & Mikael Andersson
Copywriter: Fredrik van der Lee
Creator: Ylva Nestmark
Planner: Sophia Emms
Project Manager: Anna Lotto
Account Manager: Peter Ohlsson
PR Agency: Manifest PR
PR Strategists: Martina Johansson & Johanna Svantesson
IT: Understand-IT
CEO, Project Manager & Business Developer: Jens Medin
Client: Greenfood (Picadeli)
Head of Communication & Sustainability Greenfood: Lisa Isakson
Project Manager Greenfood: Magnus Wallin
Marketing Manager Picadeli Sweden: Frida Bresander
