During the pandemic, The Swedish Sports Confederation's (RF) lost many volunteers active within the country's sports associations. After the pandemic, they needed our help to bring them back and recruit new ones.

The concept focuses on the big why behind the little deeds. Helping out by grilling hot dogs, washing jerseys or driving players might not sound that important, or rewarding, but what you're actually doing is contributing to a more active and integrated society, empowering the next generation, or connecting with your kids.

Research also finds that helping others, having projects and connecting with others are the main drivers behind feeling meaningfulness in your life.

The campaign was very well received by all the different sports associations under RF. Rebuilding the base of sports volunteers will take time, but the numbers are steadily rising.

Filmstaden (Swedish cinema) and TV4 have been playing the campaign film all throughout the spring and summer of 2023 without charge, because they believe in the cause and campaign.

By September, a few months after the release, 2 million cinema guests had watched the campaign film, as well as 4,8 million viewers on TV4.