Malmö stad

SFI IRL

In the winter of 2024, we transformed Malmö into a giant classroom with lessons in the Swedish language. In public spaces, Swedish idioms were interpreted literally and then explained with textbook examples in Swedish, Arabic and English. The point was to bring SFI’s (Swedish for immigrants) practical education method to life, where Swedish studies are combined with vocational practice. Which just like the campaign, allows people to practice their Swedish in real-life situations. The initiative was widely shared on social media, and SFI’s website saw a significant increase, with a rise of 93% visitors.