According to a recent study, almost half of the young people in Lulea suffer from loneliness. That’s why the city’s residents are now encouraged to greet each other.
In Luleå, northern Sweden, ads are now showing with a simple message: Säg hej! (Finnish. Say hello!).
The purpose of the greeting campaign is to build a friendlier urban environment, one greeting at a time.
Behind the advertising campaign is the sustainable development planner of the municipality of Lulea Åsa Koski. He wants to make sure that the fast-growing city remains a pleasant and friendly place to live.
– Greeting a stranger creates togetherness. It has a researched effect on health and willingness to help others. If you greet your neighbor, it is also more likely that you will want to help him, Koski tells the British newspaper For The Guardian.
According to a recent study, almost half of the 16- to 29-year-old residents of Lulea suffer from loneliness.
Welfare professor at Stockholm University of Economics Michael Dahlen tells Brittlieht that loneliness – and especially youth loneliness – is a global problem.
– It is the result of modern times and our lifestyle. People don’t necessarily see each other as much anymore.
In the northern parts of Sweden, winters are dark and cold. According to Dahlen, this can make the symptoms of loneliness worse, as people don’t spend as much time outside in the winter.
According to Koski, the urban and hectic lifestyle also explains the prevalence of loneliness.
– The bigger the city, the more time you spend alone, says Koski for SVT.
For him, it was easier to consider others in small villages.
International attention
The fresh greeting campaign has already aroused widespread interest internationally.
A 25-year-old who has lived in Luleå for nine years Seyen Mohsen Hashemi tells The Guardian that reduced social contacts during the corona virus changed the behavior of Swedes.
– Before the corona virus, about half of the people greeted each other. After the pandemic, people haven’t dared to greet guests in the same way.
– When people don’t greet each other, they become more isolated. They are therefore more easily exposed to depression, and even one greeting can change the course of the whole day, Hashemi continues.
Hashemi, who is from Iran, says that vitamin D, video games, work, studies and bright lights help him get through the winter.
A 33-year-old who moved from southern Sweden to Lulea three years ago Ronja Melin supports the municipality’s campaign.
– Ever since I was little, I have spoken in favor of greeting guests. People live in their own bubbles and consideration of others is important.