THE SWEDISH MODEL

The fight against the unhealthy ideals of the fashion industry

The initiative “The Swedish Model” is the continuation of Kari Traa’s fight for girls to feel better about them selves. In a society where 1 in 3 young Swedish girls aged 16-24 suffer from mental health problems with body pressure as a natural consequence, Kari Traa would make the sports and fashion industry take greater responsibility for young girls’ mental health.

A WEB TV-SERIES TO HIGHLIGHT THE PROBLEMS

Through an eight-part web series, three previous models told their stories of how they struggled to fit into the fashion industry’s narrow ideals, and were subjected to severe mental and physical pressure. In the end, they had enough and left the industry. Through The Swedish Model they did come backs as models for Kari Traa, on their own terms.

YEAR
2016
CLIENT
Kari Traa
WHAT?
Campaign launching Kari Traa in Sweden

Results:

In total, the campaign through social media, TV posts on SvT and TV4 and in the major newspapers Expressen and Aftonbladet has reached over six million Swedes, and the reception has been very good, especially among young girls. Thousands have engaged in the campaign through reactions, pictures and texts and have thus shown that they greatly appreciate that Kari Traa focuses on this important matter.