‘Perhaps outdoor life has never been more important’

During the corona crisis, many people are seeking sanctuary in nature. Are we seeing a temporary trend or a permanent change?

– Perhaps outdoor life has never been more important than right now. Nature and the right of public access are an important extension of our living rooms and a fantastic complement at a time when workplaces are closing and leisure activities are being cancelled. There also appears to be an existential dimension to the whole thing. As a response to the anxiety felt, the solace in nature has triggered a longing to return to outdoor life. Someone said thoughtfully that it feels reassuring to see that the roots of the trees are just the same as ever. So there is much to suggest that it is a permanent development.

The Swedish Outdoor Association has actively communicated during the pandemic. What have been the main elements of your strategy?

– There is a quote by Picasso that sums up how I view communication: ‘Action is the foundational key to all success’. So when the crisis struck, we chose to act immediately. Priorities were adjusted, and resources reallocated. New ideas, and collaborations, were launched. We launched our biggest campaign ever, #Skogsmulle30 day challenge,* the same week as the pandemic became a societal crisis. Our timing and our positive message quickly generated media interest, which we further increased by bringing our press work into play.

You head the Swedish Outdoor Association’s communications department. What are the biggest challenges with running a department remotely and how do you tackle them?

– Creativity, consideration and priorities. In a communications team, creativity is vital and difficult to engender when we are working remotely. Digital communication removes a lot of the body language, making it difficult to understand each other’s nuances and show extra warmth and consideration when necessary. Priorities changing due to completely new circumstances. We tackle the challenges by having brief digital team meetings every day. Plus, I go and spend half days with my colleagues. On top of that, the whole team recently met up and spent a day together around a fire in the woods.

* ‘Skogsmulle’ is a storybook character who teaches children about the joys of nature.

Adam Bergsveenwas interviewed by Daniel Nordlund, Senior Consultant at New Republic. ‘Three Quick Questions…’ is a series of interviews conducted by New Republic.