New network wants to bust myths about Norrbotten

How can we together change the image of Norrbotten? That is an important question for the newly formed network for strategic communication. In the network, representatives of all municipalities in Norrbotten meet to learn, be inspired and collaborate.

If you want to work with the image of Norrbotten, you start uphill. The image of us in the north is shaped by popular culture such as the films about Jägarna and the comedy series Pistvakt. By crisis headlines from previous decades of unemployment and large-scale emigration. At best, Norrbotten is portrayed as populated by a few people who engage in outdoor activities in nature.

These are the images that we have in mind when we are trying to attract tens of thousands of new residents of Norrbotten.

The network was born in January, out of an insight that we need to get to know each other and collaborate more, find common messages, learn from each other and perhaps do activities together. It was initiated by the North Sweden Green Deal project, but it is the municipalities' network.

Chiseled out alignment

In a workshop during the network's second meeting, the participants identified what the new network should focus on. First, we pointed out what we are proud of, which must be included in the story of Norrbotten. Many of the participants pointed to safety, simplicity in everyday life, nature, and kindness, humanity and trust between people.

Then the participants got to dive into the problems, the factors that keep us stuck and not moving forward. The problems were sorted into clusters and finally the participants got to vote on which ones were most important for the network to work on.

The network identified three major problem areas:

• The myth about us, the ignorance about Norrbotten that exists.
• Our poor self-image, shaped by the Jante law and with a "relocation norm" as a result
• The absence of a "common voice" that speaks about Norrbotten, the need for more collaboration.

Elisabeth Ennefors, communications manager at Luleå Municipality, summarized the needs in one sentence:
"To change the image of Norrbotten through collaboration".

Trust and pride in Kalix

Another important part of the network is learning and being inspired by each other and others. One person who has contributed to putting Kalix on the map and creating trust and pride is Reine Sundqvist, communications manager at Kalix Municipality. When the municipality was subjected to an IT attack that brought the municipality to a standstill, no ransom was paid. Instead, the municipality spoke openly about what had happened, to employees, to residents and in the national media.

“We had to build trust with the people of Norrbotten and the media, and that meant we got a fantastic response,” Reine told the network. He had already given over a hundred lectures on crisis management before this occasion.

Bit by bit, the problems caused by the IT attack were solved: the medication lists, the ventilation, the emails, the printers, and not least the salaries. They were to be run a couple of days after the attack, and paid out a few days before Christmas. Everyone was paid on time, both permanent and hourly employees.

– We created a huge heart in the municipality and pride among the employees. We didn't pay the crooks but dared to say no. We created pride that we solved this in a good way.

Reine Sundqvist shared her experiences from Kalix's crisis management.

As a result, Kalix also received a lot of positive attention in the national media.

– We are bad at telling people how proud we are of Norrbotten. This is a fantastic place to live and work. Dare to use the opportunity to be positive, says Reine, who after the IT attack won Megafonen, an award for public communicator of the year.

This weekend it's time for the Ski Championships in Kalix, a competition the municipality has previously arranged.

– It is a fantastic opportunity to market Norrbotten as a county. Events are very important for the attraction value. We will market the region, not just Kalix!

“Digging where you stand”

Daniel Byström, Design Nation, gave a lecture about his work on strengthening the attractiveness and competitiveness of places.

– What makes a place attractive? Nature, range of experiences, cultural heritage, cultural environments. Create experiences around local culture, local raw materials, built environment, unique experiences that are about digging where you stand, said Daniel Byström.

In his lecture, he emphasized the importance of telling stories. The people who live in the place are part of the story and experience of the place, they must be included in the process. At the same time, he emphasized that there is no shortcut.

– Many people ask: “What is the recipe for success?” and that is what they want. But there is no ready-made solution and everything is ready.

Ella Jonsson, Innovation manager at the Swedish Lapland Visitors Board within the North Sweden Green Deal project, agreed.

– We need long-term joint support, it is not a sprint competition but something we will continue to do for many, many years.

Ella Jonsson, Swedish Lapland Visitors Board, is innovation manager in the attraction work within the North Sweden Green Deal.

“Must persevere in the move-in process”

Skellefteå has had a large influx of international workers for a couple of years, primarily to Northvolt. Maria Edström and David Ekström were on the link to talk about their digital service Relocation Guide. The service is intended to provide answers to questions that may arise during a relocation process. This may involve how to find housing, schools and preschools, banks and more.

– Before launching, we went out and tested the site on various groups, including SFI, at Expats and Friends. Everything has landed positively with those we have tested on. But it is a constant process, we will need to update it, said David Ekström.

The guide has now been supplemented with a physical location, a Welcome House in the middle of town. It is staffed every day but not all the time. Maria says that the work is also about retaining everyone who has come to Skellefteå, and about the need for internationalization of workplaces.

– It's important to persevere and keep up the immigration work, it won't be complete in a couple of years, we have to persevere and fight. That's what we've done and established it as a good business.

Participated in link made:

Emma Jonsson, KIRUNA
Kristina Wickholm, KALIX
Hanna Andersson, GÄLLIVARE
Lisette Olsson, HAPARANDA
Lotta Lestander, ARRIVALS PLOW

Text and image: Sara Stylbäck Vesa

The North Sweden Green Deal is an initiative to realize a sustainable societal transition, in the wake of the new industrial establishments.

The project is run by Region Norrbotten and Region Västerbotten together with a number of other actors. It is financed by the European Regional Development Fund (ERDF).