Together with Norway, Sweden is alone in Europe in having sent out an emergency brochure on two occasions in recent years, and the MSB has participated in several security conferences where the brochure is highlighted as a successful way to build preparedness among the population.
Many are impressed that the brochure has been distributed to all households, but also how it communicates about war.
Many countries react to the fact that we are so open about the war and describe the consequences and what you need to do. For many, it is unthinkable, says Christina Andersson, project manager for the brochure at MSB.
Exactly war – the war in Ukraine and the deteriorated security situation – is the reason why many countries are now producing their own brochures inspired by the Swedish one. But also extreme weather, such as floods and forest fires, plays a part.
Perhaps one is not so open in one's communication about the war as a threat, but wants people to have a home preparedness and that type of organization.
It is a complex project to communicate with the entire population, notes Christina Andersson, and MSB has been able to share both things that have worked and others that have been more difficult.
Something that we really emphasize is that a Swedish brochure may not work in all countries. You can draw lessons from and be inspired, but it is extremely important that you start from the national context – history, the political situation and all that.
The first brochure "If war comes" was published in 1943.
When "If crisis or war comes" was sent out in May and June 2018, it was the first time in 57 years that all Swedish households received a brochure with crisis and war information.
In 2024, a new version was sent out to 5.2 million households.
In connection with Russia's full-scale invasion of Ukraine, interest in "If crisis or war comes" increased. During an intense period, 4,000–5,000 orders were made per day.
