Skolklassikern blir en del av GEN-PEP

Skolklassikern blir en del av GEN-PEP

4 Jul 2016


Skolklassikern syftar till att få barn i mellanstadiet att röra på sig regelbundet genom att de får testa på fler idrotter själva och tillsammans, finna rörelseglädjen och hitta enkla vägar till vardagsmotion. Skolklassikern startades 2015 och drivs av En Svensk Klassiker, vars varumärke, struktur och organisation verkar för att skapa framgång i förbättrade rörelse- och motionsvanor. För att ta arbetet med Skolklassikern till nästa nivå blir man en del av folkhälsoprojektet GEN-PEP.

GEN-PEP är ett initiativ, som med start från idag, arbetar för att alla barn och ungdomar i Sverige ska ha möjlighet och viljan att leva ett aktivt och hälsosamt liv. Sverige är ett av Europas mest stillasittande länder och andelen barn som når den rekommenderade mängden fysisk aktivitet, en timme per dag, är liten. Svenska fyraåringar sitter stilla nästan hälften av sin vakna tid och endast var åttonde 13-åring rör på sig tillräckligt mycket varje dag. Vi rör på oss för lite och äter för dåligt. Det låter kanske inte så farligt, men i själva verket utgör den kombinationen i dag en av våra största hälsofaror.

– Med det här initiativet hoppas Kronprinsessan och jag att vi kan lyfta en av vår tids viktigaste frågor nämligen, barn och ungdomars hälsa, säger Prins Daniel.

Founding partners till GEN-PEP är förutom Kronprinsessparets Stiftelse även Carl Bennet AB, CS Stiftelse för Nästa Generation, Familjen Erling Perssons Stiftelse, ICA, Stiftelsen Marcus och Amalia Wallenbergs Minnesfond och Telia. GEN-PEP samarbetar med olika organisationer som alla tillsammans arbetar för att främja folkhälsan – Skolklassikern är en av de utvalda.

– Vi är oerhört stolta över att vara med i GEN-PEP, med Skoklassikern vill vi att rörelse blir ett naturligt och roligt inslag i elevernas vardag och att skolan får stöd och inspiration i att verka för rörelse genom initiativet. Aktiviteterna ska vara självständiga, men också enkelt kunna kopplas till andra ämnen såsom exempelvis matematik och geografi, säger Michael Thorén VD En Svensk Klassiker.

Skoklassikern

Skolklassikern startades 2015 utifrån En Svensk Klassikers mission att föra Sverige och svenskarna friskare. Med sina traditionsfyllda och klassiska evenemang har En Svensk Klassiker en aktiv roll i det svenska samhället. Att delta ger upplevelser, glädje och välbefinnande för de tävlande, en känsla som man förmedlar till barn och ungdomar med Skolklassikern.

Deltagarna uppmuntras till rörelse på ett lekfullt sätt och kan samverka med varandra på en digital plattform. Skolorna som deltar i Skolklassikern ges även stöd i grundläggande svenska idrotter såsom cykling, simning, löpning och skidåkning. De får också tillfälle att resonera om balansen mellan kost, sömn och rörelse och de positiva inlärningseffekterna. Skolklassikern ska på alla plan vara motiverande och lustfyllt.

För mer information vänligen kontakta:

Michael Thorén, VD En Svensk Klassiker, michael.thoren@ensvenskklassiker.se, tfn: 0705-597 221.
Roland-Philippe Kretzschmar, PR-Ansvarig, Skolklassikern, rpk@rawagency.se tfn: 0708-888 598

Följ GEN-PEP: www.gen-pep.se Instagram: @gen.pep , Twitter: @gen_pep , Facebook: Gen-Pep , #genpep

www.ensvenskklassiker.se

En Svensk Klassiker består av Engelbrektsloppet eller Vasaloppet, Vätternrundan, Vansbrosimningen och Lidingöloppet som tillsammans engagerar 180 000 motionärer året runt. En Svensk Klassiker bildades 1971 och hittills har 80 000 personer genomfört klassikern. När man genomfört de fyra loppen under en tolvmånadersperiod är man berättigad till En Svensk Klassikers diplom med ett unikt nummer. Man kan även köpa klassikermedaljen. Loppen genomförs i valfri ordningsföljd. Huvudsponsorer till En Svensk Klassiker är Crescent/Cycleurope, ICA och Santander Bank.

Almedalen 2016

Almedalen 2016

1 Jul 2016

(In Swedish)
I år åker vi till Almedalen i sedvanlig ordning. På uppdragslistan kommer vi bland annat presentera en helt färsk opinionsundersökning om svenskarnas attityd till hälsa och motion.

Resultatet från undersökningen, gjord av Novus våren 2016 på uppdrag av En Svensk Klassiker, visar på de utmaningar och möjligheter folkhälsan står inför i relation till framtidens skola, arbetsplats och samhället i stort. Mitt i den rådande hälsotrenden är det lätt att tro att alla tränar, men verkligheten ser annorlunda ut, med fortsatt ökad barnfettma, mindre tid till träning i skolan, ökad stress och oro på de stillasittande arbetsplatserna och en allmän förvirring kring vilka råd och rön som är rätt inom kost. I opinionsundersökningen har vi således djupdykt och tittat på svenskarnas beteende och attityd till träning, hälsa och motion samt fått svar på frågor om tränings(o)vanor och fysisk (in)aktivitet. Resultat presenteras och diskuteras av deltagarna i workshop-form på plats, där vi även träffar ICA som nyligen lanserat Sveriges största folkhälsosatsning i modern tid genom ICA-Klassikern.

  • Michael Thorén, VD, En Svensk Klassiker
  • Roland-Philippe Kretzschmar, Projektledare opinionsundersökning, Raw Agency
  • Teddy Falkenek, Chef samhällsengagemang och sponsring, ICA
  • Karin Larsén, Prof. Rektor, GIH
  • Peter Mattsson, Idrottschef, Riksidrottsförbundet
  • Marco Morner, Chef strategisk planering, Livsplats Sverige (fd Chefsstrateg Folkhälsomyndigheten)

Kom gärna förbi, ingen föranmälan krävs. Tisdag 5 juli kl 08.00-09.30. S:t Hansgatan 18, Green Hat People-huset. Välkommen!

Almedalen

I sedvanlig ordning arrangerar vi även morgonträning med En Svensk Klassiker och ICA. Vi finns på plats 07.00 tisdag, onsdag och torsdag nere vid Kallis (glassbaren vid strandpromenaden). För dig som gillar att träna på morgonen är det ett utmärkt tillfälle att träffa likasinnade och nätverka med andra motionerande politiker, opinionsbildare och journalister. Ingen föranmälan krävs!

Vi finns också på plats i Almedalen för lite andra kunduppdrag, nätverkande och trendspaning. Hoppas vi ses!

Report: This Vegetarian Burger Bleeds Like Beef, Using Plant Ingredients

Report: This Vegetarian Burger Bleeds Like Beef, Using Plant Ingredients

28 Jun 2016

We love Impossible Foods, that uses innovative ingredients to replicate the sensations of eating a real hamburger.

Burger

Imitation meats are becoming a ripe field again for innovation, and authenticity is once again on the table with freshly employed ingredients. Impossible Foods, one of the newest contenders, has raised $183 million in funding to date.

The Impossible Burger will distinguish itself through naturally based imitation. It even bleeds like a real burger thanks to a molecule called heme, which is found in blood but also certain nitrogen-fixing plants. The company plans to launch the burger in a restaurant this summer in New York.

This article was first published in PSFK.

Learning: In the next couple of years we will see many alternatives to livestock food emerge on the market. In what way can you distrupt the food market by merging tech with food with distribution models and new consumer behaviours?

Research, Strategy & Activation

Research, Strategy & Activation

27 Jun 2016

We are an innovation consulting firm working with Research, Strategy & Activation.

vr-hoodie-artefact-design-technology-virtual-reality-gaming_dezeen_1568_5

Our agency team have helped corporations concept better products, services, communications and experiences. Our researchers, analysts and designers leverage a unique research process with unparalleled access to experts to identify and develop new business opportunities for brands.

In addition to our client work, we oversee the consumer portal RAWNESS.se and produces a series of reports, workshops and events that inspire creative professionals in their work.

RESEARCH

Raw Agency uncovers insights that help define a landscape of opportunity.

  • Trends Research
  • Expert Analysis
  • Competitive Review
  • Open Innovation

CONCEPT

Raw Agency envisions potential opportunities in the market and needs of the client.

  • Brand Development
  • Future Journeys
  • Business Strategy
  • Concept Visioning

DEFINE

Raw Agency evaluates potential strengths and weaknesses of concepts and opportunities.

  • Consumer Research
  • Expert Panels
  • Immersion Workshops & Tours

DEVELOP

Raw Agency leverages a network of partners and producers to bring to life concepts to help test ideas in real-world experiences.

  • Prototyping
  • Experiential
  • Partner Selection

LAUNCH

Raw Agency can activate a brand’s vision on their behalf.

  • Thought Leadership
  • Branded Content
  • Partner Management
Summer BLIZ

Summer BLIZ

16 Jun 2016

9024-19

We’re super excited to reveal the latest news from BLIZ – Sweden’s leading producer of active eyewear.

9025-41

To find out the whole list of new models for the sunny season, please visit their website, or if you are press/blogger, contact bliz@rawagency.se for the full specs and high-res pictures.

Have we reached ”Peak Health” – Or the end of the health trend as we know it?

Have we reached ”Peak Health” – Or the end of the health trend as we know it?

27 Maj 2016
hand of woman meditating in a yoga pose on beach

hand of woman meditating in a yoga pose on beach

For a while now, I have been having this itch, this regular itch that comes every now and then. It’s usually based on a hunch, a feeling and reflection about a trend or phenomenon that I need to pursue, research, identify and clarify. 

For the past five years now I have worked full time researching and identifying trends in active lifestyle, LOHAS, outdoor, sports, nutrition and health. In total I have worked with consumer trends for almost 20 years, starting as a freelance journalist at the tender age of 18. And it is based on these many years of experience, that I come to the conclusion that we have reached ”Peak Health” – or that we are seeing the end of the health trend as we know it. 

kale smoothie

A couple of years ago, when the first large health bloggers and Instagram-stars started to emerge, it felt to many, including myself, like a fresh, humane and healthy (!) contrast to the many years of pure fashion bloggers only publishing their daily outfits or similar superficial representations of an idealised life.

The first generation of health bloggers where usually really well-researched, hade a genuine interest and passion for a healthy, balanced lifestyle and didn’t seem to care that much about what other people thought about their lifestyle choices. Instead, they wrote out of passion and for the small but tight knit community of likeminded people. Then something happened.

Suddenly, the interest in a sustainable, healthy lifestyle reached a tipping point where more and more ordinary people started to be curious about testing new types of food, exercising more, recycling etcetera. A huge number of journalists and bloggers who hade previously not showed any interest what so ever in exercising or drinking smoothies (so to say) started to write about their life transforming journey, and kale became the food symbol, almost elevated to a level of ridicule. In Sweden, this happened around 2012-13 and then increased exponentially.

Now, this was – and still is – positive, because more and more people started to shift their focus, think more about their food intake, exercise habits and overall lifestyle (such as work/freetime balance, drinking habits, etc).

If you look at the media reporting about health related stories, tips and features, they increased by several thousand percent during these years, and in parallel we saw an explosion of new running competitions, triahtlons, swimruns, obstacle racing and much more.

obstacle

Many indications said that this could hardly be a trend that could last, on the other hand, the level of deep-sighted interest, reflected a genuine interest from people to take care of themselves and the world.

If you ask me, more and more people will continue to lead healthy lifestyles, eating better food, exercising more, recycling, shopping less and taking care of the planet. But. And this is a big challenge, we need to rethink about rethorics if we truly want people to not lose interest in health. Because people get bored. Want a new kick. A new cool thing to do. What happens when you have ”tried it all” and is starting to feel that this new lifestyle of yours actually is rather challenging and expensive?

healthmagazines

When I say that we have reached ”Peak Health” I mean that in terms of positive media coverage, we now see a clear decrease in number of articles.

Less new bloggers emerge, and sadly enough, the vast majority who do write, are not that knowledgeable and are only covering it on a very superficial level, meaning that readers leave after a while. The majority of cook books that are released are still with some kind of health angle, but this again, is a problem, because most of them offer some kind of quick fix to a healthier lifestyle. Unfortunately there are no quick fixes when it comes to good health, instead it can be tough for many to change years of bad habits, another reason for people to give up too early.

Another aspect of ”Peak Health” is that we see less people signing up for the big sports events, well in total numbers they are still many, but we see a decreased interest in general.

And in social media, people are starting to get more and more irritated and polarized – we basically don’t want to see kale smoothie pictures in the tens of thousands. And let’s not talk about infinite number of yoga poses… Again, it IS good to promote a healthy lifestyle, we just need to rethink how we do this.

I’m still myself in the research phase, and have no clear solution to this. But I believe we need to normalise health to the point where we no longer need to talk about health at all.

Basically, why should we talk about ”Health Food” when we simply can talk about ”Food”?

My personal aim is not a healthy self, just a Self, all by itself. All food should be organic, less processed, pure and if possible, locally produced to reduce the footprint. The food industry should not promote healthy food as a fad, instead there is a need to re-structure the whole system, bottom up, with the consumers who take the lead, changing the course of the industry with their wallets.

organic

In this whole discourse, the sports and outdoor brands are less to ”blame” for wrongdoings than the food industry, although there is a clear need to produce less and better products, clothes and gear to live an active livestyle. But what the food industry has done, is that they have, without you even knowing it, rebranded health:

”The diet industry may just have orchestrated the most successful, and valuable, food rebranding in recent history – as of 2014, the UK gluten-free market was worth €222 million.” – Ruby Tandoh

This is a quote from a fantastic article (link below) I can truly recommend about the complexity, fraudulence and misconceptions about health food – or the health food industry, including the many self-styled ”experts”. Not only is the article well written, researched and focused, but it also illustrates pretty well this current backlash against the whole health phenomenon. It is a rather personal journey that you should read:

The Unhealthy Truth Behind ‘Wellness’ and ‘Clean Eating’ | VICE | Sweden

Illustration by Marta Parszeniew. A few years ago, I found wellness. My body felt like a burden, and the food I ate didn’t seem to energise me or push me on: it dulled my edges, left me foggy, soft and slow. So I made a change.

Michelle Allison, advocate of the Health At Every Size campaign, explains in the article:

”There is no third option presented by diet culture – there is only black or white, good or bad, dieting or off-the-wagon… And many people flip between the two states like a light switch, on or off, for more or less their entire lives.”

Nobody sums up the totalitarianism of wellness better than Deliciously Ella though. ”It’s not a diet, it’s a lifestyle.” And that’s just the catch.

Ruby Tandoh continues:

”Wellness doesn’t cause eating disorders. But when we advocate, and even insist upon, a diet so restrictive, moralising and inflexible, and market that diet to young women, and then dress it up as self-care: just how responsible is that?”

fitspo

Couldn’t agree more. As Publisher of Rawness I have responsibility over people’s lives. Every article published can contribute to both wellbeing and anxiety and disorderly behaviour. Our contributors have been carefully selected because they have a balanced approach to health and life in general. And the word balance is key here – when we understand that life is not black or white, that not all health related advice comply to each and everyone, then we have come far. This is why the normalisation of health needs to take place, and why we need to talk about food and not health food, about life, not active lifestyle.

So the next phase of my research will go deeper into what will come next, the sort of Post-Health phase of the health trend, something that is again not totally clear, but is definitely happening. Basically it is the end of the current health trend as we know it. Some key issues I will dwelve into are:

  • How can we normalise health and make certain food the baseline for everyone? Meaning let’s not promote health food, but food that’s good for you (and the planet).
  • What actions can publishers such as ourselves take to promote a more balanced view on health (like not promoting quick fixes, top-lists, too-perfect-to-be-true pictures, idealized lifestyles, etcetera)?
  • When will people reach a final state of interest in health, and what phase will come next? And what can we do to prolong this into a shift that impacts generations?
  • In the long term, what actions can consumers take to change the industry?
  • … and what actions will brands have to take in order to earn trust and be sustainable?

Finally, I truly believe that the industry, media, educated experts and passionate advocates of a healthy, sustainable and active lifestyle all have responsibility to form the future of health together, from a holistic, non-judgemental perspective that makes people truly healthier and the planet a better place to live on. And for those of you who don’t really know what steps to take in order to change your life – it’s OK, we all feel lost sometimes.

But never forget the simplest rule of all when it comes to food; if you can figure out the ingredients necessary to make a dish or food, then it’s probably not bad for your health. Although, everything, from kale smoothies to cinnamon buns, have to be indulged with moderation. 

Report: You can run a country on nothing but solar, wind and hydroelectric power

Report: You can run a country on nothing but solar, wind and hydroelectric power

27 Maj 2016

Portugal just ran its entire country on renewable power alone, for four days straight. From May, 7 until May, 11, the country used nothing but solar, wind, and hydroelectric power.

This is significant only partly because of the length of time that Portugal managed. More than 100 hours is impressive anywhere. But perhaps more important is that Portugal has beaten Northern European countries like Germany and the Netherlands. In Europe, southern countries like Portugal are often seen as lagging behind, or even backward, especially when it comes to renewables. Short-sighted policies like Spain’s Sun Tax don’t help (this taxes people who produce their own solar power and use it themselves, instead of feeding it into the grid), but Portugal’s record four-day run shows that the South isn’t just about golf and tourism.

Read more on:

Portugal Just Ran For 4 Days Straight On Sun, Wind, And Water Power Alone

Portugal just ran its entire country on renewable power alone, for four days straight. From May, 7 until May, 11, the country used nothing but solar, wind, and hydroelectric power. This is significant only partly because of the length of time that Portugal managed. More than 100 hours is impressive anywhere.

Get ready for the Snapchat algorithm

Get ready for the Snapchat algorithm

19 Maj 2016

Publishers and brands, get ready for the Snapchat algorithm – Digiday

Snapchat is developing an algorithm that will act as a gatekeeper between publishers and brands and their audiences, according to sources. Many publishers and brands are earmarking resources for Snapchat, the platform of the moment for reaching a large, young and active audience.

Report: Nike Now Uses Recycled Materials In Most Of Its Gear

Report: Nike Now Uses Recycled Materials In Most Of Its Gear

19 Maj 2016

Nike Now Uses Recycled Materials In Most Of Its Gear

Nike made a bold vow last year: generate $50 billion in annual sales by 2020, a target that would suggest the world’s largest athletic gear maker would need to expand sales by about 10% each year. Today, it is setting a slew of new targets: achieve that growth as sustainably as possible.

New client: Freemovr

New client: Freemovr

18 Maj 2016

Freemovr

We are proud to announce the new partnership between Raw Agency and Freemovr. We are currently partaking in several projects regarding this new global platform of free movement sports – from brand strategy to shaping an online community and launching a new competition league for both pro and amateur athletes. More info coming soon.