By reusing, repairing and renovating, craftsmen are contributing to a more sustainable society – every day. Without them, the transformation into a circular economy will be hampered. The trade organization Stockholms Hantverksförening has been the voice of craft makers for more than 170 years. Today, the knowledge about craft and craftsmanship in our society is quite low, putting hundreds of craft professions and businesses at risk.

Stockholms Hantverksförening (the Swedish Craft and Small Business Association) partnered with Priority to strengthen its brand, drive public opinion as well as improve the relationship with its members. A communications campaign was developed and produced, aimed at creating awareness about craftsmanship. The concept is “Hållbart Hantverk”. Sustainable Craft. Priority accounted for the creation, production and implementation of the PR and digital campaign, with a site as its hub including editorial content, supported by extensive PR-work. The creative concept of slow-tv was launched to highlight the passion for craft and dedication for quality.

The role of The Swedish Craft and Small Business Association in Stockholm is to work in the interest of craft makers and small businesses, take an active role in commercial policy, promote quality and craftsmanship, enforce education and promote co-operation and contact between individual members, the public and different sectors.