In the fall of 2023, Juno was commissioned by Lernia to develop a campaign to strengthen Lernia’s brand, to increase awareness of the company among job seekers, but also to reach more target groups. Lernia’s mission is to match people’s competence, talent and potential with Sweden’s need for labor – the main message is that Lernia helps people find jobs.

Therefore, we needed to find an appeal that works for different target groups, while at the same time the communication must not be too smooth and blasé. In order to get the message across, we wanted to find recognition factors that as many people as possible can identify with. There is a situation in working life where the vast majority of people feel nervous and uncomfortable – regardless of background, education or position on the labor market – and that is the job interview.

We chose to build our story around a job seeker who encounters different managers, to show how difficult it can be to find the right job in the job market. By building the campaign around these situations and using humor and recognition, we wanted to evoke emotions in the target audience that make them remember and like the brand. Together with the production company OTW, we produced a film for Lernia’s web, as well as a number of shorter films for social media. The campaign also ran on digital OOH boards in central locations in Stockholm, Gothenburg and Malmö. The films have been widely distributed and have been highly appreciated both internally and externally.

Lernia is one of Sweden’s leading employment agencies and education providers. Every year, they help 15 000 people finding work. For many people with a foreign background, a job or education at Lernia is a first step into the Swedish labor market and thus a way into the Swedish society. We wanted to find a way to show how valuable and important the first employment and workplace is in the process of integration.

And the fact is that studies show that friendship in the workplace is one of the most important tools for integration. Meanwhile, global studies show that Swedes are bad at making new friends. The worst in the world actually. How can people who just moved to Sweden become integrated if we do not give them the chance to be? Could Lernia do something about it? We decided to give Swedes an education in friendship.

We teamed up with a psychologist and expert on loneliness and created a friendship course for workplaces. It consisted of 36 questions based on psychological research presented in a deck of cards. The questions gradually got more personal aiming to make the players feel more and more close to each other, which is the basis for trust and friendship. Eight strangers got to try the questions on each other in the research process, an experiment that was recorded. The film was distributed and communicated through press pitching and bought media.

The project resulted in earned media reach of over 7 000 000, while brand tracking showed an increased awareness and preference for Lernia. The deck of cards sold out and had to be reprinted several times.