Challenge
Sustain Gov is a collaborative initiative bringing together key players from the Swedish public sector, including Mittuniversitet, Södertörns högskola, Handelshögskolan in Stockholm, Sundsvalls kommun, DIGG, and more. Their mission? To streamline public sector processes and make them clearer for everyone. But to create real change, they need to reach the people shaping public communication. That’s why Sustain Gov must develop a compelling communication strategy that resonates with diverse stakeholders across Sweden’s public sector.
Insight
The core issue lies in the complex, jargon-heavy language used within public sector departments and organizations. Technical terms and bureaucratic phrasing often create barriers, making essential information difficult for the general public to understand. The solution? A shift towards clear, direct, and accessible communication — "klarspråk". By simplifying language, processes become more efficient, messages reach the right people faster, and public trust in institutions grows.
Solution
To bridge this communication gap, we developed a dictionary tailored for public sector employees. This resource translates bureaucratic terminology into everyday language, making information more accessible and actionable. The dictionary serves as both an educational tool and a powerful marketing asset for Sustain Gov, highlighting the importance of clear communication. This initiative is part of the "Nu lyfter vi blicken" campaign — encouraging public institutions to move away from unnecessary complexity and embrace clarity.
To amplify the impact, we also designed a modern, user-friendly website for Sustain Gov. It features news, key insights about the initiative, and a dedicated campaign page where users can explore resources and purchase the dictionary. With these tools, Sustain Gov is not just advocating for change — it’s leading the way towards a clearer, more effective public sector.
