When Swedbank named Sweden’s national arena “Friends Arena” after the anti-bullying organization Friends, we wanted it to be a manifestation against bullying. But, over time, the arena had grown bigger than the foundation itself. So, to help Friends put back the “Friends” in Friends Arena, 25 life sized bronze sculptures were installed. The sculptures 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%. 12 months later, 7 out of 10 visitors also answered that they knew why the arena is named Friend Arena.