Swedbank’s vision and purpose reads: We enable people, businesses and society to grow. Bullying is one of the largest societal problems and will cost the Swedish society € 1,6 billion over the next 30 years. That is why Swedbank in 2012 named Sweden’s national arena “Friends Arena” after the anti-bullying organization Friends. In 2018, 25 life sized bronze sculptures were installed in the arena. The sculptures and are now permanently displayed in the arena to remind the millions of visitors to take responsibility to fight bullying. The result was a massive increase in attention for Friends and the will to donate money for their cause increased with 50%.