Nytida | Ambea – Right person in the wrong place

The Company

Nytida asked us to help raise awareness of their brand and attract the right people to
their organization. As Sweden’s largest provider within LSS and support for people
with disabilities, they face strong competition in a sector often overlooked due to its
low status. Our task was to position Nytida as a meaningful and trustworthy
employer and lay the foundation for long-term employer branding.

Background

The care sector is often misunderstood and undervalued. Nytida, faces a dual
challenge: they urgently need to recruit new employees, yet many potential
candidates don’t see themselves as a natural fit. We saw the chance to change that
by focusing on personal qualities over formal experience and highlighting the deeper
value of the work.

Solution

Our strategic concept, “Nytida hires with intention,” shaped the campaign “Right
Person in the Wrong Place.” The message: people who would thrive in care roles
might not know it yet. We aimed to reach those looking for purpose in their careers,
especially people in transition, and invite them to consider care as a path forward.

To bring the concept to life, we developed a cross-channel strategy using paid social,
PR activations and digital storytelling. The campaign featured people in surprising
contexts to challenge ideas about who belongs in care roles. Every channel plays a
part in reaching new audiences and reinforcing that meaningful work begins with the
right person.
By tapping into themes of empathy, responsibility and the desire to do something
that matters, we created a communication strategy that reframes care work as a
valued and intentional choice. The goal: to boost awareness of Nytida as a
values-driven employer, elevate the perception of LSS roles and ultimately connect
the right people to the right place – where they can truly make a difference.

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