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One of the EU’s cheeriest nations has become the first country in the world to be prescribed by doctors. Well, kind of.
In a satirical new campaign, Sweden’s tourist board has leaned into its holistic culture and way of life, arguing it offers a whole host of unique activities that can support both mental and physical health.
The country, which ranks as a global leader in quality of life and is consistently crowned one of the world’s happiest countries, has joined forces with senior professor Yvonne Forsell to create the ‘Swedish Prescription’.
‘The Swedish Prescription’
The tongue-in-cheek Swedish Prescription campaign promotes activities designed to boost one’s well-being, and can be adapted to suit an individual’s “goals, needs, and length of stay”.
Recommendations include “recharging in the Swedish forest” to help ease stress and improve focus, getting a restorative night’s sleep thanks to the country’s cool temperatures, clean air, and lack of noise pollution, as well as trying the Swedish habit of ‘Fika’.
‘A chance to slow down’
“It’s a moment to enjoy something small to eat and drink,” explains Visit Sweden. “It’s a chance to slow down and enjoy your company – without fuss or expectation.
“It’s about taking a real break, even from your phone. Linked to lower stress and better focus, a fika can be enjoyed anywhere.”
Other ‘prescriptions’ include raising your spirit with Swedish music, boosting your energy on a bike ride, or visiting one of the many museums and public outdoor art across the country.
“Sweden is filled with activities that make you feel good,” Forsell says in the campaign’s promotional video.
“Here in Sweden, the sun won’t go down for 100 days. Just imagine what 24/7 light therapy could do for you. So get your doctor to prescribe Sweden and see what we can do for your wellness”.
Can visiting Sweden actually improve your health?
While Visit Sweden’s campaign is supposed to be lighthearted, it has been endorsed by a slew of professionals, including board-certified paediatrician Dr Stacy Beller Stryer, Vice President of the British Medical Association Dr Sam Everington, researcher PD Dr Michael Jeitler, and physical and rehabilitation medicine specialist Dr Maaike ten Thije-de Boer.
The campaign also backs its health claims with a series of studies from groups including the American Psychological Association, the International Journal of Environmental Research and Public Health, and the European Environment Agency.
For example, saunas have been found to promote deeper rest and better sleep quality, while one study published in National Institutes of Health (NIH) claims regular sauna bathing is associated with a 65 per cent lower risk of Alzheimer’s disease and dementia.
Practising ‘Fika’ and reducing your smartphone use has been linked to improvements in mental health, focus, and overall wellbeing – while regularly participating in social rituals has been found to “protect against emotional distress”.
