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Ericsson Globe changes name to Avicii Arena – The iconic arena becomes a symbol of work to prevent mental illness among young people

One of Sweden’s most famous and visited event arenas, Ericsson Globe, changes its name to Avicii Arena. Through a unique collaboration between Stockholm Live, the Tim Bergling Foundation and Trygg-Hansa and Bauhaus, one of the country’s most iconic buildings is now a symbol and meeting place for the work of preventing mental illness among young people.

– Being able to use one of Sweden’s most famous and visited buildings as a megaphone for one of the most important societal issues of our time in the way we now do together with our partners feels fantastic, says Andreas Sand, CEO of Stockholm Live who runs Avicii Arena. The idea came when we performed the Avicii Tribute Concert in December 2019; to create a place that could spread the same understanding and community that permeated that evening, with the will to make a difference.

In connection with the launch of Avicii Arena, Stockholm Live, Tim Bergling Foundation, Trygg-Hansa and Bauhaus are also starting a collaboration and initiative to prevent mental illness among young people in Sweden. The initiative will provide young people with tools and knowledge to feel better, while adults will become more aware of the widespread problems with mental illness among young people. The goal is to carry out initiatives throughout the country, but also activities inside the arena – where, among other things, a larger public event is planned in the Avicii Arena on the Tim Bergling Foundation’s annual day on 5 December.

The Tim Bergling Foundation takes its work within “For a better day” into the joint initiative, which collects young people’s voices, thoughts and needs and whose content will be an important part of the continued work.

– It is only by listening to the young people and working with them that we can really make a difference, says Klas Bergling, founder of the Tim Bergling Foundation. We will start from that in everything we do. We call the fundraiser “For a better day” because we have asked young people what they need for a better tomorrow, and their answers will form the basis of our work inside and outside the arena.

Trygg-Hansa has been working actively for several years to prevent and reduce mental illness among young people. Within the framework of Avicii Arena, the focus will be on educational initiatives for high school students.

– Trygg-Hansa sees mental illness among young people as one of our biggest societal challenges. We want to increase knowledge and understanding of young people’s mental health, but we also want to contribute with concrete tools that help young people feel better. Within this initiative, we focus on giving young people tools to influence how they feel, an understanding of what mental illness is and knowledge of where and when they can seek support. We want to show Sweden’s young people that the adult world listens and cares, says Hanna Axelsson, communications and marketing manager at Trygg-Hansa.

Bauhaus sees its role in the fight against mental illness both from the point of view of being a workplace with many young people, and through its long involvement in the sports movement around Sweden:

– Our contribution to Avicii Arena is that we will influence, inspire and make demands on the sports clubs to put the young people’s mental health at the center. Associations and leaders must give young athletes the right conditions to feel good with a focus on reduced pressure and more joy through sports, says Johan Saxne, Marketing Director for Bauhaus in Sweden and Norway

For the launch of Avicii Arena, the Royal Philharmonic Orchestra has recorded a completely new interpretation of the Avicii song “For a better day” sung by 14-year-old Ella Tiritiello from Kristianstad. The song is also available on Spotify.

More information about Avicii Arena can be read at www.aviciiarena.se

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