The launch occurred in the autumn of 2018 and the response was very big. Maja Nilsson Lindelöf and Vanessa Lindblad were first out with their fundraising for research on schizophrenia and depression. With the help of an effective combination of purchased advertising on the Facebook platform and the celebrities’ own channels, they raised almost half a million SEK and received over 2,200 donations from private individuals over a period of a month. Kenza Zouiten’s campaign on diseases of addiction also attracted a lot of interest and raised 116,500 SEK.
Several celebrities openly chose to support the fundraising and share the message; Bianca Ingrosso, Victor Lindelöf, Rebecca Stella and Shellback, to name but a few. This contributed to increasing the organic span of the campaign. Donations ranged from 20 SEK up to 100,000 SEK. A total of ten collaborations will be carried out and the goal is to raise well over 1 million SEK for the research.