Cancerfonden – Dör för dig

  • PL: Meriem Jamil
  • CD: Happy Blomberg
  • Copy: Fanny Karlsson
  • DDS: Casandra Sohlström
  • SK: Klara Andersson Åsman
  • PR: Pablo Muñoz Huapaya
  • GM: Emma Wagner

The Company

Cancerfonden is Sweden’s leading cancer research foundation. Their mission is clear: to
ensure that more people survive cancer and can continue living life with the people they
love. At the same time, they haven’t connected with a younger generation – Gen Z – who will
play a vital role in the future of cancer research and engagement.

Background

Saying “Jag dör för dig” (I’d die for you) has become a way for Gen Z to express love and
loyalty. But it’s often not until life is truly at risk – like after a cancer diagnosis – that we
realise how vital our relationships really are. We talk about living life to the fullest, but words
are easy to say. What actually builds strong bonds are presence, actions and shared
memories. Gen Z is more connected than ever, but at the same time more lonely than
previous generations. And when cancer hits, it’s our relationships that help us cope. But
those connections need to exist before the crisis comes.

Solution

An opportunity to give your time to someone you love – through a shared promise made in
the present, for the future. A reminder to nurture our relationships and cherish the life we’re
living now.
This takes shape as a digital and personal life promise, written on a campaign site to
someone you love. A promise to finally do that thing you’ve always talked about. A beer. A
concert. A road trip. Whether it’s big or small doesn’t matter. What matters is that it happens,
here and now – for the people you’d die for.

Our sponsors

Speak Mindfully, Sip Responsibly

Words carry weight – so do our choices. At the State of Words, we encourage conscious communication and conscious consumption. Beverage sales are restricted to guests over 18, and a range of non-alcoholic options will be available – because every participant should feel welcome in the conversation. For more on responsible alcohol habits, visit IQ.se.

We’re excited to let you know that an upcoming event at Berghs will be both photographed and filmed. The content captured will be used for communication and marketing purposes across our channels. If you prefer not to appear in any footage or images, please let a member of our team know on-site. Thank you for helping us share the energy and creativity of Berghs with the world!