Caught in institutional logic: Swedish public-health campaigns targeting migrants

This blog post discusses public information campaigns directed at socially vulnerable, multilingual communities in Sweden. Based on a study of a health-information campaign from 2015/16, it discusses the tensions between the institutional aim to influence the behaviour of individuals and the practical needs of the target audience. Applying a practice-theoretical approach, I argue that public information campaigns are often stuck in an institutional logic limited by legal, medical and procedural factors and removed from the lived experiences of the target community. Negotiating these contrasting contexts can be facilitated by health brokers.