Sveriges Fotterapeuter (Sweden’s podiatrists) wants more people to take care of their feet – and dare to seek care when needed. The organization has therefore initiated a collaboration with Splay One, which has also been commissioned to redesign and produce the member magazine Fotterapeuten.

“What a huge change and wow, how good it turned out!”
“Incredibly good. Read everything from the first to the last page.”
“Super nice! Good job.”
“What a lift with the new layout! Top marks.”

The positive reactions have poured in since Sveriges Fotterapeuter sent out its magazine Fotterapeuten in new design. In close dialogue with the members, Splay One has developed their publication into a more modern and knowledge-packed magazine, with a focus on industry knowledge, inspiration and more silver lining in everyday work.

The first campaign together with Splay One, focusing on what summer feet need and don’t need, has also been warmly received – and reached millions during the summer in deserved and social channels.

With over 2,000 members, Sveriges Fotterapeuter is the largest professional organization in the country for medical podiatrists. The organization wants to spread knowledge about how important foot health is, that more people need to take care of their feet and seek help – in time. This applies not least to men who, according to several members, only seek foot care when their partners force them to. Another challenge is the supply of skills in the industry, not least when many generational changes are coming.

Splay One has been assigned to take a holistic approach to Sveriges Fotterapeuter’s communication and marketing. A new strategy, communication plan and new concepts for different channels have been developed.

– We want to become more attractive and visible as a brand and professional organization, both for our members and political decision-makers, and for young people who are about to choose a profession. In addition – for all Swedes who should take better care of their feet. That is why we needed an agency that challenges us and our communication, and raises it to new levels in several different contexts, says Birgitta Blom, chairman of Sveriges Fotterapeuter.

– Sveriges Fotterapeuter brings together a professional group that deserves to be in the spotlight much more. Podiatrists are knowledgeable, inquisitive and incredibly committed. Many are self-employed, which makes the organization extremely important as a unifying force and arena for knowledge exchange and community. We will support in all this, which feels honorable, exciting and fantastically fun, says Åsa Rydén Antonsson, Senior Client Director at Splay One.

The new editor-in-chief of Fotterapeuten is Ulrika Lundberg, who has worked as a print and digital editor for many years at, for example, Aftonbladet and Sköna hem. Ulrika is also editor-in-chief of Allt om Diabetes, Sweden’s largest diabetes magazine, also produced by Splay One.

Art director is Vendela Nylund, who has developed visual identities for brands, magazines and campaigns for 20 years – at Bonnier, MTG, Schibsted and in recent years at Splay One.