Idea/Challenge:The Mayflower Charity Foundation is Sweden’s largest child aid organisation. The organisation’s primary task is to help children in poor families, because, even in Sweden there is child poverty. However, the country’s politicians don’t talk about it very much.For this reason, the Mayflower Charity wants to put the issue of child poverty on the political agenda.

Strategy/Implementation:Last year, the Mayflower Charity received 56,200 requests for help from poor families. This is enough to fill a 154-page paperback, every day, all year round.Therefore, we made one, which we sent to Sweden’s leading politicians.Results:The leader of the Social Democrat party and Sweden’s leading opposition politician, Håkan Juholt, devoted a great part of his first national TV broadcast to child poverty. And during 2011 child poverty was one of his main issues.

We made a 154-page paperback which was sent to Sweden’s leading politicians. To get the best effect the book was distributed prior to Almedalen Week. During Almedalen Week, leading representatives of the political parties gather and discuss politics. The paperback was also handed out during the week.

The leader of the Social Democrat party and Sweden’s leading opposition politician, Håkan Juholt, devoted a great part of his first national TV broadcast to child poverty. For about 3 minutes of his speech he referred to the Mayflower paperback 'A Normal Day'.And during 2011 child poverty was one of his main issues and also came up on the political agenda.