Sydsvenskan's Campaign on the Side of the Good

After a series of recent shootings aimed at minorities in Sweden's No. 3 city, Malmö, local newspaper Sydsvenskan is pulling together the forces of good with its campaign, "Vi älskar Malmö" (we love Malmö), which has already gotten lots of supporters.

"Many in Malmö are worried, sad and upset," says Camilla Jonsson, manager for digital media at the SDS group, of which Sydsvenskan is a part, who is coordinating the campaign. "We stand for democratic values and have an important roll in the community. So it's important that we do something now. Not only that, we have the platform for it."

The campaign can be seen in different ways in the printed newspaper, at the webiste Sydsvenskan.se, on Facebook and on Twitter. Among other things, supporters can show their support with a "twibbon" on their Facebook and Twitter profiles. Readers are encouraged to comment and send in their best photos of Malmö, and celebrities are also taking a stand for the city on Sydsvenskan's site.

"Our readers' engagement will take center stage," says Jonsson. "You can add your own thoughts on why you love Malmö, among other things."

During the week, companies will be able to show their support together in an ad, with profits going to a fund to support the victims. There are also plans for a seminar that will highlight Malmö as a still successful city.

"This is gone from idea to delivery in about six hours," says Jonsson. "We've gotten a strong response from all possible departments, including digital media, sales and editorial. It feels like the absolute right thing to do."