Sweden Democrats aim for softer tone in election campaign

Sweden Democrats, once known for aggressive online tactics and a focus on hardline migration policies, are adopting a softer approach for the upcoming election. The party's communication chief, Joakim Wallerstein, describes their campaign strategy as aiming for a "happier" atmosphere, contrasting it with the perceived negativity of contemporary society.

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We pursue hard politics and hard questions, but the feeling when you come to us is happy. More party than other parties.

This shift involves a move away from the "troll factory" image associated with their EU election campaign. With new restrictions from Google, Meta, and the EU limiting paid social media reach, SD now relies on private individuals to disseminate their campaign material. Wallerstein highlights their strategy of editing and clarifying debates to emphasize points they believe are missed by mainstream media.

Party secretary Mattias Bäckström Johansson indicates a pivot towards integration issues, focusing on social and cultural aspects, and mentions proposals like banning burqas, niqabs, and headscarves. This comes as the party acknowledges that much of its previous migration policy has already been implemented. Leader Jimmie Åkesson has also been seen with animals, linking the party to the issue of high veterinary costs.

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It becomes a shift to the integration issue, what concerns social and cultural aspects.

Despite these efforts, recent polls show a significant gap between the opposition and the governing Tidö parties. SD aims to bridge this gap by mobilizing "sofa sitters", voters who typically abstain, and attracting conservative working-class voters, particularly in rural areas, with issues like energy and security. They believe their political alignment makes them the sole party capable of securing a victory for the Tidö bloc.

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Those we call 'blue collar'.