Jagvillhabostad.nu (48h competition)(Swedish case)
Wash the housing market clean
Background
Jagvillhabostad.nu was founded in 2001 as a network for young people who wanted to raise awareness about housing issues. They are looking for a campaign that, in a creative and humorous way, encourages young people to become members of the association.
Insight
The housing market is unfair, unsustainable, undersized, and dirty.
The market’s dirty side shows itself all too often, and we have chosen to shine a light on it.
Solution
In our competition entry, we chose to focus on cleaning through washing, as it reinforces our message — the metaphor of “washing clean” a dirty market. By becoming a member of jagvillhabostad.nu, you can join in raising your voice in the fight for a fairer housing market.
Team: Isabelle Rydén (CW), Angelica Algehov (CW), James Clinch (DD), Emma Uhrbrand (PL)
Prints (SWE)
Digital solution (SWE)
Reasoning, Concept and Strategy
The housing market is unfair, unsustainable, undersized — and dirty.
Even though our group consisted of people aged 21–43, we all agreed on one thing: the market’s dirty underside becomes visible far too often. This is the reality we want to highlight.
We therefore chose to work with cleaning and washing as the central theme in our competition entry. Washing serves as a clear and accessible metaphor for our message — “washing clean” a dirty housing market. By becoming a member of jagvillhabostad.nu, young people have the opportunity to raise their voices and contribute to the fight for fairer housing conditions.
The theme of dirt and washing runs through both the print ad and the digital solution. In the print ad, the focus is on a pair of dirty underwear — a deliberate choice to create a humorous and slightly provocative effect. The goal is to grab attention and spark conversation; an unexpected print has a higher chance of being remembered and talked about.
The ad copy reads:
"The housing market isn’t always spotless. Join the fight and help us clean up rental conditions for young people at jagvillhabostad.nu."
The text reinforces the image of a dirty market — just as nobody wants to wear unclean underwear, no one should accept unfair and “dirty” housing conditions.
The digital idea is presented as a sponsored post or social media story, targeting the 16–30-year-old demographic where they already spend time. Social media allows us to reach many recipients while also providing broader geographic and demographic reach.
The visual concept is based on a retro-style laundry detergent box, creating recognition through the classic washing product. On the box is the text:
"Wash the housing market. Get rid of dirty conditions!"
The metaphor is made literal so the message is immediate and easy to understand. Accompanying the post is the text:
"Help us clean up exploitative rents and injustices at jagvillhabostad.nu," together with a clear call to action leading to membership.
The goal is to make jagvillhabostad.nu the obvious choice for young people who want to support the fight for better housing conditions. The audience should understand the organization’s role, feel trust in their work — and above all, become aware of the injustices in the housing market and want to take action.