Client: Visit Sweden
The Swedish Prescription turns Sweden into the world’s first country available on prescription. Built with real doctors across five markets and experts from institutions like Karolinska Institutet, the campaign transforms Sweden from a travel destination into a genuine remedy for wellbeing. Grounded in the global rise of “nature and culture prescriptions” and the booming wellness travel industry, the idea reframes tourism as preventive healthcare. Visitors can download real, science-based prescriptions for Swedish experiences such as forest walks, sauna sessions, fika breaks and silence through VisitSweden.com. Launched with a global film and PR push, the campaign quickly achieved massive international traction with more than 1,900 articles across 50 countries and a featured in BBC, Forbes and CBS Mornings, one of America’s largest TV shows. In a world overloaded with stress, Sweden does not just promise escape, it prescribes recovery.
