The Swedish Part Model

This post is part of the People’s Insights monthly briefs issue of February 2014.

Swedish trade union confederation TCO launched the campaign #LikeASwede to remind workers of the benefits of the Swedish Part Model.

the collective agreement

Here’s how TCO describes the model:

“Like a Swede is the story of how a collaboration between the employers’ and employees’ organizations can affect an entire community, and explains how anyone in Sweden may have the same benefits as only the very richest in other countries.”

The website invites people to “Become a Sponsor” of the model by sharing it with their social networks, and explains in detail the way the model works. Special effort was made to highlight the collaboration and the benefits beyond monetary compensation.

TCO spokeswoman Ana Esteban explains:

“It’s to make the Swedish Model more visible in a different way. People often know very little about it, which makes it harder for the unions to justify their own existence.The unions are not simply there to back up salary insurance, we want to talk about a model that is very flexible and useful.”

Viral video

In January, TCO released the video “Like a Swede (a way of living)” to reach a larger audience. The video revolves around an American who chooses the Swedish way of living and compares his ‘rich lifestyle’ (with six weeks of leave and health care budget) to that of his friend who lives the American way. It ends with them singing a song that explains and praises the Swedish Part Model.

Watch the video: Like a Swede (a way of living)

The video actually target Swedes, and is inspired by the reactions Swedes receive when they explain their work benefits. It has received half a million views in its first month – impressive for a trade union!

02 February – People’s Insights Monthly Briefs by MSLGROUP

About People’s Insights

100+ thinkers and planners within MSLGROUP share and discuss inspiring projects – that are driving engagement with stakeholders – on the MSLGROUP Insights Network. Every month, we pick the best projects and analyse conversations around them, on the MSLGROUP Insights Network itself and also on the broader social web, into an insights report. Every quarter, we compile original insights from the MSLGROUP global network into the People’s Insights Quarterly Magazine.

In our first year and half, we focused on inspiring consumer projects around social data, crowdsourcing, storytelling and citizenship. We synthesized the insights to provide foresights for business leaders and change-makers in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, also available as a Kindle eBook and an iPad app.

In 2013, we launched “The Future of” series with a focus on CitizenshipMoney and Employee (Re)Engagement. In 2014, we continue to track inspiring projects that are shaping the future of engagement, with a focus on reputation, employee engagement and citizenship.

Nidhi Chimnani

Nidhi Chimnani

Nidhi is Director of Research and Insights at MSLGROUP. She tracks digital consumer trends for People’s Insights and is community manager of MSLGROUP’s insights community SPRINT. Tweet her at @nidhichimnani

One Response to “The Swedish Part Model”

  1. Nidhi Makhija (@NidhiMakhija)

    RT @PeoplesLab: An innovative campaign, especially for a trade union! The Swedish Part Model #LikeaSwede


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