Sweden is one of the world’s most democratic countries, yet political engagement in Malmö had started to decline ahead of the 2022 election. Voter turnout was also expected to vary across the city, with disadvantaged suburbs at risk of lower participation, reduced influence and increased exclusion.

To reach as many Malmö residents as possible, we turned to one of the city’s shared everyday experiences. The falafel. A dish that cuts across backgrounds and socio-economic divides. With a simple idea, we transformed hundreds of thousands of falafels into carriers of democratic messages, while turning local falafel shops into non-partisan campaign hubs. By placing the message directly in people’s hands, the campaign made democracy present in a familiar and accessible context.

The campaign reached Malmö residents in a way that was both direct and engaging. People spent more than 9 minutes interacting with the media. 11% of the QR codes on the falafels were scanned, contributing to increased voter turnout in several prioritised districts. The campaign also generated over 22.5 million in earned media reach.