According to Swedish laws, there has to be a clear distinction between advertising and editorial content. However, using existing content and making it available to more people does not count as advertising.

The main message was ”Read about the elections in nine different languages on Sydsvenskan.se. This main message was translated and used in a number of different media.

We involved immigrants associations and posted posters in their meeting places.

We advertised on Facebook, based on residencies and languages.

We used own media, digital, social as well as print.

We advertised on digital platforms that we know are visited by a lot of immigrants, for instance Al Jazeera.

We created events where we translated the political parties’ own election posters, adding the call to action to read Sydsvenskan in various languages.

In a city of 100,000 inhabitants with foreign background, there were 70,000 visitors reading the translated news.?

The initiative was covered extensively by media.

Voting turn out went up – in some immigration dense areas, by as much as 7%.