The city of Sollefteå in northern Sweden is out to make a name for itself as well as hoping to increase its population. They’re getting world attention for a Valentine-focused ‘Love Week’ campaign for more sex and more babies.
The publicity scheme, under the heading “Love More, There Needs to Be More of Us,” is the brainchild of municipal strategist Majed Safaee, who has worried about the town’s dropping birth rate. Typically the town has seen about 200 births a year, but in 2019 it had only 150 and last year only 123.
Events for the week include special couples events at the local swimming pool and ski area, called, ta med någon du tycker om, or“take someone with you who you like”, which is intended to get people in the mood. There will also be lectures by experts on relationships.
Safaee told TheLocal.se that he met resistance from colleagues who thought the town would become a laughingstock, “But when we thought about it, we saw that maybe one of the strengths was that it was a little bit silly, because this would make people discuss it.”
