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The Nine-Leaf Flower initiative by Majblomman transformed a beloved national symbol into a powerful statement on child poverty, earning the prestigious Golden Egg Awards in the Effect category. By simply removing one petal from the iconic May Flower, the campaign created a striking visual of the reality that 1 in 10 children in Sweden live in poverty—turning every purchase into a meaningful act of awareness and support. Launched on the poorest day of the year, the idea cut through a crowded media landscape, shifting attention from aesthetics to impact, and driving record-breaking sales of 90 million kronor. More than just a symbol, the Nine-Leaf Flower became a catalyst for long-term change, increasing engagement, willingness to contribute, and ultimately enabling Majblomman to support significantly more children in need.Teams spotlight
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The people with the most verified roles on Mayflower projects