The ‘Universal Health Wear’ campaign from Swedish sportswear brand Craft committed the company to offering Americans 10.7% off a dedicated collection until the USA introduces universal healthcare.
The campaign and offer applies to a bespoke line of hoodies, shorts and T-shirts which are all available to Americans with a 10.7% discount – the same amount Swedes pay out of their income to cover public healthcare for all citizens.
Whilst the idea emerged from a serious and personal place, the aim of the initiative is to drive conversation (and perhaps a touch of controversy) to boost brand recognition in the USA.
The initial spark for the initiative came when Tommy Rivs, an elite American runner sponsored by Craft, was diagnosed with an aggressive form of lymphoma in 2020 and a GoFundMe was created to help his family cover the cost of expensive medical bills.
Craft created a bespoke, limited edition Team Rivs Collection with all proceeds going towards the cost of treatment.
From here Craft decided to explore a means of supporting all Americans struggling to meet healthcare costs as the USA is one of few developed nations without universal healthcare.
The campaign, created in harness with agency commented INGO Stockholm, launched on 7 October and was promoted through an integrated, nationwide campaign led by digital and social content and spearheaded by a hero, 70-second spot called simply ‘Universal Health Wear’ backed by social support.
“Dear United States of America. You are the richest nation in the world. But we noticed that you are one of a few developed nations without universal healthcare … Exercise is proven to reduce the risk of heart disease and a lot of other stuff, too. Or for you, it might reduce the risk of astronomical medical bills.”
The supporting copy ads synergy between a sportswear brand and the campaign and states: “Since exercise is proven to strengthen your heart and reduce the risk of many diseases, we’re lowering the price of these sportswear styles by 10.7%. The price will be reduced to all Americans until the United States has universal healthcare.”
The nationwide online campaign initially ran heavily in Boston in the lead up to the Boston Marathon where outdoor ads and a full-page print ad in the Boston Globe supported the digital content.
“Why is this happening? Why can’t they afford healthcare? We have free healthcare. The notion of not having free healthcare was a bit weird to us,” commented INGO Stockholm Executive Creative Director Bjorn Stahl. “We want to showcase the brand as a conscious, serious brand within the training category. The brand wants to do the right thing. Take responsibility for their actions. When it comes to sustainability, Craft makes conscious decisions about it. We’re not making big, expensive ads. It goes against the brand.”
The campaign was briefed in by a Craft marketing team which included Product & Marketing Director Daniel Högling, Marketing Manager (International) Niklas Moberg, CEO Of Craft Sportswear NA Eric Schenker, Marketing Director Of Craft Sportswear NA Jon Howard and Creative Manager Niklas Ericsson by INGO.
The agency group working on the campaign included Senior Art Director Max Hultberg, Senior Copywriter Magnus Ivansson, Project Manager Ylva Jacobsson, Planner Markus Söderberg, Tech Director Stefan Kindgren, Final Artist Alexander Lundvall, CCO Björn Ståhl and Global Chief Communications Officer David Ford.
Comment
This values-based, politically-charged initiative from a European brand means that Craft is committed to the US market for the long haul.
Tackling a hot button political and economic topic certainly seems like a crafty way for Craft to increase its brand recognition in the USA. Although, whilst it is beyond us as to why, there will be plenty of US citizens who see universal public healthcare (which so many Europeans see as an obvious, fair and sensible necessity and as a source of pride) as something akin to communism and thus would immediately take against the brand.
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