CASE: UNIONEN
Jakten på makten: Investigative journalism at its worst
Unionen – Sweden’s largest trade union – has over 700,000 members, but many people have poor general knowledge about what the union does – and what the Swedish model (Den svenska modellen) is.
Case: Unionen
Format
The project started with an intensive insight phase. We researched attitudes and created target group surveys to come up with a concept: Jakten på Makten.
This mockumentary series featured comedian Messiah Hallberg on a quest to expose the secrets of Unionen. In a wild Borat-meets-Michael Moore ride, we meet up with experts, bosses, union representatives and regular members to highlight what a union is all about. By having Messiah ask the dumb questions, we took a dry subject and made it exciting.
Case: Unionen
Outcome
Five episodes were released on YouTube and teasers were produced for Instagram, LinkedIn and as pre-rolls for YouTube.
The resulting series gave viewers a basic understanding of union membership and the Swedish model – and a lot of common misconceptions were debunked. We developed the messaging together with experts at Unionen and then scripted and produced the series. Everyone involved was very happy with the results!