Visit Sweden has launched a campaign that makes Sweden a medical recipe. Under the title “The Swedish Prescription”, the country proposes that its landscapes, traditions and lifestyle are medically prescribed as a treatment to improve people’s physical and mental well -being.

The action gives continuity to other original communicative proposals by visit Sweden. In 2023 he proposed an agreement with Switzerland to avoid recurring confusions between the two countries, even by world leaders or institutions such as the New York Stock Exchange. In 2022 he requested officially registering the name “Sweden” to avoid confusion with the other eight locations in the world that share the same denomination. Now, the campaign advances in another equally provocative axis: transforming the country into a documented remedy to combat stress, exhaustion and daily discomfort.

A campaign with scientific guarantee

Visit Sweden has worked with the Swedish teacher and researcher Yvonne Forsell, specialized in social medicine, to develop a downloadable document that can appear to a doctor. The file – presented as a real medical prescription – proposes activities related to the natural environment, culture and social interaction, elements widely studied by science as beneficial for integral health.

Each recommendation is backed by scientific studies that demonstrate how immersion in Swedish nature, the pause rhythm or social rituals such as Fika (coffee break) can contribute to reducing anxiety, improving mood and reinforcing the immune system.

“Research has shown that being in nature, disconnecting from urban rhythm or sharing simple moments has a real impact on well -being. In that, Sweden has a natural and cultural advantage” “says Forsell.

Nature and culture as therapeutic resources

The proposal includes from boreal forests to bathrooms in lakes, dinners without screens or excursions to national parks. All these experiences are integrated into what the campaign defines as “Swedish non -pharmacological treatments”accessible and transformers.

In addition to the downloadable PDF on the visit Sweden website, the campaign relies on an audiovisual and digital display designed to amplify the message globally.
And it is that the initiative does not only seek to attract tourists, but to reposition the country as a comprehensive health model based on its connection with nature, its social welfare and its culture of balance. With this action, Sweden consolidates a country brand strategy that combines creativity with sustainable values.

More info.: The Swedish Prescription