Städa Sverige.Not Just a Bag of Trash

Städa Sverige wanted to reposition its communication from being mainly associated with litter picking to highlighting its broader social impact through youth sports, inclusion and community engagement. The objective was to create a clearer and more emotionally engaging communication platform that differentiated the organization and strengthened its relevance for partners and stakeholders. Based on the insight that every filled garbage bag represents more than removed litter, the concept “Not Just a Bag of Trash” was developed.

The communication platform was built around three perspectives:
• Environment
• Social Sustainability
• Sports and Youth Development

The project included messaging, visual direction and scalable content structures designed for social media, partner communication and campaign materials. The new platform gave Städa Sverige a clearer and more differentiated way of communicating its societal value. By shifting the narrative from litter collection to long term community impact, the communication became more cohesive, scalable and relevant for both partners and stakeholders.

Partner recruitment site
Visit site here.

Film productions based on “Not Just a Bag of Trash” — three perspectives: Environment. Sports. Social impact.
Instagram film 1
Instagram film 2
Instagram film 3

Annual recap film
A Year of Difference

Media coverage
SVT: Young athletes cleaned up Norrköping
SVT: Jämshögs IF cleaned the village during a major community clean-up day this weekend
SVT: An environmental initiative that strengthens team spirit
RESUMÉ: A long-term environmental initiative highlighted in a new campaign