Håkanson United
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Bonnier Hoops

The 2012 PISA report showed alarming results – Swedish ninth graders were below average and far behind in reading comprehension. The problem was even more alarming in the multicultural areas where the majority don’t speak Swedish as their native language. But how can one of the largest media companies in the Nordic countries inspire reading among youths? The answer is BonnierHoops – The streetball court with a unique combination of basketball, reading and the written word.

BonnierHoops brings the fun to the youths and offers activities during the whole summer! It has been activated in Kista (Tensta-Rinkeby), Biskopsgården (Gothenburg) and Ribersborg (Malmö). Over the years, the church and the mosque have challenged each other on the court, the police and firemen have played with the kids, the best poets of the suburb have been celebrated and authors and artists have been engaged.

The result? Thousands and thousands of young people have visited the BonnierHoops library and joined workshops in spoken word, song writing and storytelling. Kids have been offered summer jobs and the police and fire department report a clear change of attitude and trust. The number of reported crime and damage claims has decreased by 27 % compared to previous summers, meanwhile PR in both national and local media has raised the importance of reading.

Client:

Bonnier

Artillerigatan 24
114 51 Stockholm, Sweden

info@hakanson-united.se