Kullerbyttalarmet (The Sumersault Alarm)

The definition and benefits of basic motor skills first needed to be clarified. The federation struggled to define what basic motor skills include and why they are important. So we developed a core message that clearly explained this.

There was a need for solid research on how children’s fundamental motor skills have developed in modern times. Since there were no Swedish studies available at the beginning of 2024, we gathered international research — all of which showed the same result: children’s motor skills are declining.

The “outside-in” perspective: We needed a symbol for basic motor skills that felt tangible — and we chose the somersault, a fundamental motor exercise that most people can relate to.

We selected key representatives from the Swedish Gymnastics Federation — Chair and sports researcher Suzanne Lundvall, Secretary General Catharina Espmark, and Head of Education Maria Gottberg — to explain the research and importance of basic motor skills. We partnered with the Swedish Association for PE Teachers, adding credibility and school-based insights to our message.

We used the somersault as a symbol for basic motor skills and launched the campaign with a joint op-ed in Dagens Nyheter, criticizing the lack of motor skills focus in schools. After publication, we proactively pitched major outlets like SVT, SR, TT, and Nyhetsmorgon for interviews.

• Basic motor skills achieved unprecedented visibility in both media and politics. 
• The Federation’s trained spokespeople appeared widely in national media, creating a consistent narrative. 
• Around 600 teachers attended Federation educational sessions in 2024-2025. 
• The Federation was invited to Parliament, influencing two submitted motions on motor skills. 
• New research — Sweden’s first in 20 years — confirmed declining motor skills among children. 
• Somersault Day (Kullerbyttans dag) was officially recognized on temadagar.se for the first time.

• The project was awarded Gold at the Spinn awards 2025