The aim is to awaken nostalgic feelings about a safe and happy childhood from the past.
Sweden should feel like Sweden used to feel, says the party's communications chief Joakim Wallerstein.
For him, that time was the early 1980s, he points out, though it depends on when you were born.
The party's new election symbol is a childishly drawn bumblebee.
When asked if SD wants a softer appearance in this election, deputy party leader Henrik Vinge responds that SD is prepared to roll up its sleeves to take tough measures on immigration, crime and other issues.
But our purpose is not to create a hard society. We want to protect soft values, such as people's safety.
