SUMMARY
The Leader Höga Kusten association - a rural area on Sweden's northeast coast, 500km from Stockholm - has launched "Vi Landsbyggare" ("We, the builders of the land") to change attitudes and perceptions of life in the countryside.
By creating a more positive image of entrepreneurship in rural communities, the project seeks to attract talent and capital. The communication strategy has been a success, and the approach is now being extended to other territories via a shared brand platform.
Illustration: Vi Landsbyggare
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