Sign up for good oral health
57°703226 - 11°962811

Folktandvården

Sign up for good oral health
  • #Photography & Film
  • #Creative Communication
  • #Social Media
  • #Strategy

Award-winning campaign inspired young people to sign up for dental care

In 2025, the age for free dental care was lowered from 23 to 19, a major challenge for Folktandvården Västra Götaland. Suddenly, 75,000 young adults in the region were expected to pay out of pocket or forgo dental care altogether.

To prevent a significant loss of patients amid growing competition from private providers, we launched a campaign encouraging young adults to subscribe to Frisktandvård, a preventive dental care plan, and remain with Folktandvården.

The campaign proved highly successful, earning a Silver at the international Echo Awards, which recognize creative campaigns that deliver measurable results and real impact.

Award-winning campaign inspired young people to sign up for dental care

Folktandvården

Sign up for good oral health
  • #Photography & Film
  • #Creative Communication
  • #Social Media
  • #Strategy

In 2025, the age for free dental care was lowered from 23 to 19, a major challenge for Folktandvården Västra Götaland. Suddenly, 75,000 young adults in the region were expected to pay out of pocket or forgo dental care altogether.

To prevent a significant loss of patients amid growing competition from private providers, we launched a campaign encouraging young adults to subscribe to Frisktandvård, a preventive dental care plan, and remain with Folktandvården.

The campaign proved highly successful, earning a Silver at the international Echo Awards, which recognize creative campaigns that deliver measurable results and real impact.

The campaign was built on authentic voices, both from Folktandvården’s own staff and from patients, communicating messages from different perspectives to address the target audience’s varying needs and behaviors across social media platforms.

21
million video views
153K
clicks from social ads
16
Sek in media cost per signed contract

The campaign had two main objectives: first, to take the lead in informing the target audience about the lowered age for free dental care, and second, to retain patients and strengthen relationships by encouraging them to sign up for Folktandvården’s unique subscription service, Frisktandvård, which covers most treatments for a fixed monthly fee. In short, we turned a negative announcement into a positive opportunity, and achieved very clear results.

34450
contracts in 4 months, 38% above target
Silver
at the Echo Awards, Health, Wellness and Pharma category
Echo Awards
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