A beloved newspaper and an awesome brand – in 1968, the Malmö City published the first issue of Vårt Malmö (Our Malmö). Since the early 2000s, we have produced the newspaper. By developing it and its relevance to Malmö residents, we have created a communication strategy, a content concept and a design language that makes Vårt Malmö even more a readers’ newspaper of today.
Malmö is the Manhattan of the Nordics. On an area that takes 40 minutes by bike to cross, a population from 182 countries coexist. Malmö residents are young, 50 % are under 35 years old. So, how does one make municipal social information readable and relevant for such a kaleidoscopic and forward-thinking readers? And how does one maintain the newspaper's high level of awareness and credibility among the readers?
We turned the tables. Unlike traditional community information, the Malmö residents' "What's in it for me?" directs the communication hierarchy. The span in background, age and geography is kept deliberately wide in each issue. All content is permeated by four overarching purposes: enhancing the feeling of community, creating identity, increasing civic engagement, and promoting democracy.
Vårt Malmö is part of the Malmö City’s statutory community information and has a unique scope. The newspaper’s six issues are distributed to all 350,000 Malmö residents, makes it the largest publication of its kind. Vårt Malmö stands out compared other municipal communication, and to promote the readers’ perspective, editorial and production is entrusted to an external editorial office under Yellon’s leadership.
Instead of officials speaking, the residents of Malmö are fully included and represent the municipal activities. The tonality and language is kept personal, intimate and free from bureaucratic jargon. Content is prioritized based on the four overall purposes and the residents’ information needs.
A newspaper and the written word, especially from authorities, have different status in different countries. We developed a new format where the cover exudes a classic, serious newspaper feel without compromising freshness. Articles offer a magazine feel with in-depth reading, imagery focused on recognition and identity creation.
Many residents neither seek out municipal digital media nor have digital habits. They would have risked missing important social information as well as their opportunities and rights. Vårt Malmö is the only information platform shared by and uniting all residents. Today, one is proud to participate!
Malmö City is a brave and inclusive municipality that outsources part of its statutory community communication to an external editorial office. This, in turn, creates a need to anchor the newspaper’s value internally in the town hall and administrations. We produced a production manual for clients and contractors as well as an inspiring method manual for Malmö City’s communicators.
