The everyday presence of Svenska kyrkan among young adults has steadily declined, while mental health issues in this group have increased significantly. To reconnect, we focused on one of the most human emotions: heartbreak.
By combining Svenska kyrkan’s deep knowledge of grief with its musical heritage, and packaging it in a relevant, modern format, we created a direct emotional connection.We teamed up with five up-and-coming artists to interpret the five stages of grief in a modern, emotional EP: Brustna hjärtan. The music became a gateway to Svenska kyrkan’s platform Själkänsla, where young people could find guidance and support. The campaign ran across TikTok, Instagram, YouTube and Snapchat – meeting the audience where they are, with a message they needed to hear.
Listen on Spotify
