Millions of Swedes are members of an association. However, they have recently been faced with dwindling membership numbers and lacking interest. At the same time, Sweden has been ranked as the loneliest country in the world. In order to revert this unfortunate turn of events, Löfbergs decided to try and save the associations. The company gave away the advertising space in their largest national campaign ever to transsexuals
trainspotters and people looking for the Great Lake monster, to help recruit new members to their associations. This massive effort can be summed up in Löfbergs brand promise "A good reason to meet", which in this case means that more healthy associations leads to more meetings and a less lonely Sweden.
The campaign is currently running and results are not in yet.