In 2010 Folksam, one of Sweden´s largest insurance companies, took a big step in their communication. Together we created a concept based on one strong insight: people are not interested in insurances, people are interested in protecting the things they love. We moved focus from the common arguments in the category to something engaging on a deeper level. From price, figures and risk analysis to the things people truly care about in life – their home, their children, their pets, their future, their car etc. This emotional concept “För allt du bryr dig om” (For everything you care about) is an on going successful journey which has made Folksam the most preferred insurance company on the Swedish market.