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Sweet Dreams: Our work against trafficking

Together with our partner UNICEF we help children that are at risk of, or already have ended up in trafficking. Here you can read about the initiatives, fundraisers we have conducted, and how you can help, both from home and when you stay at a hotel.

Since 2008, Nordic Choice Hotels has been working with UNICEF to prevent human trafficking in the world and to help children who have been affected by it. We call this work Sweet Dreams, since the goal is that all children should be able to enjoy a safe night's sleep no matter where they are or what they have gone through.

Stay with us – help others sleep well

The initiatives have looked a bit different throughout the years, but the goals have been the same since 2008. Together with our guests we will make sure that children that have been affected by human trafficking can sleep well at night. All hotel guests can contribute by staying at one of our hotels in the Nordics or the Baltics. The message is as simple as it is important, Your SWEET DREAMS make children's dream sweet.

Focus on children

Children and their rights has always been close to our hearts and when we asked our employees what we should focus on the choice was clear:

"The response we received from our employees was crystal clear. We should help UNICEF in the fight against child trafficking", says Hedda Skaug, who is responsible for the collaboration with UNICEF at Nordic Choice Hotels.

Sweet Dreams in short
  • Sweet Dreams helps children in Cambodia who are or have been affected by trafficking. This project gives children a bed to sleep in, a helping hand and the opportunity to go to school.
  • In 2012, more than 3000 employees at Nordic Choice Hotels voted that our volunteer project would be to help UNICEF in the fight against trafficking.
  • Today human trafficking is the second largest criminal operation in the world. It affects more than 1.2 million children around the world each year.
  • Through UNICEF's different activities, together we contribute with important financial support so that more children can receive help.
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The campaign paid off!

Sweet Dreams Stay has already raised more than 12 million NOK

It's amazing! In just one year, our Sweet Dreams Stay project has raised more than 12 million NOK for UNICEF! The donation means 300,000 safe nights for children at risk of trafficking at UNICEF shelters in Cambodia.

The shelters provide safety, care and schooling to children, which helps prevent them becoming victims of human trafficking or child labour.   

Our donations are made possible by guests choosing not to have their rooms cleaned when they stay more than one consecutive night, thereby raising 10 NOK per night. We then match this with another 10 NOK and donate the amount to UNICEF. The campaign also includes contributions from Nordic Choice Hotels and money raised during autumn 2017 as part of a popular drawing campaign that enabled children to donate their drawings. Each drawing raised 10 NOK for UNICEF. Guests and visitors have also helped by purchasing handmade Sweet Dreams bracelets at our hotels (see below).

Many thanks for all your efforts! 

Sweet Dreams Stay

Refrain from cleaning - help vulnerable children

In September 2017, Sweet Dreams Stay launched an initiative to help vulnerable children and increased the opportunity for hotel guests to contribute in a very simple way.

The idea is simple, but powerful. Refrain from room cleaning for one night and we will donate money to UNICEF. The goal was to provide at least 400,000 safe nights for children. Sweet Dreams Stay has become a huge success – you can read more about the results at the link below.

More about Sweet Dreams Stay
Sweet Dreams are made of paper

Buy a Sweet Dreams wristband and support UNICEF

All of our hotels sell wristbands to support vulnerable women and their families. They cost 89 SEK and 67 SEK will go directly to UNICEF's important work.

When you can provide for yourself and your family there is a smaller risk to have to gamble with your children's safety. That's why we help women in poverty to get meaningful work. At UNICEF's center in Cambodia, women receive training and support; this is where they create these beautiful wristbands out of recycled paper.

Read more about the wristbands and the women
Kickstart of Sweet Dreams Stay

Children’s drawings brought in huge sums for UNICEF

When launching Sweet Dreams Stay a unique fundraiser was thrown to get even more donations for UNICEF.

During the launch week our hotels were even nicer than usual. They were children of all ages that were drawing as many pictures as they could. Each drawing that was donated to the hotels gave 10 NOK to UNICEF. The result was a success as more than 14,000 drawings were donated! We chose to double the amount and donated as much as 280,000 NOK to UNICEF.

See the powerful video about trafficking

Imagine if it was your child? Watch the video, which highlights why we are getting so involved in children’s rights.

It is a thought you never want to consider, yet is still there. What if it were my child who was affected by trafficking?

Imagine if my child had to grow up in poverty and an unsafe environment, subject to sexual abuse. Imagine if as a parent I was not able to take care of my child the way I would like to. Sometimes it is good to remind yourself how lucky you are. And think about how you can help others who have not been as lucky.

Watch the powerful video here:


One workout session = 15 NOK to UNICEF

During 4 weeks every year, Nordic Choice Hotels arranges #pulsforunicef. This is a chance for all employees to lead a healthier lifestyle while also raising money for charity. For every workout session registered, Nordic Choice Hotels donates 15 NOK to UNICEF. This 15 NOK is enough to give a child a whole day's worth of food, care and schooling in one of UNICEF's day centers. The well-received competition is becoming more popular every year and employees all over the Nordics and Baltics work up a sweat to raise as much money as possible.

Thanks to the involvement of our employees we have raised more than 3,28 million NOK for UNICEF so far!

  • In 2016, more than 4,000 employees participated and 880,000 NOK was donated to UNICEF.
  • In 2017, even more workout sessions were logged and 1 million NOK was donated to UNICEF.
  • In 2018, 4,100 people took part resulting in a donation of 1.4 million NOK to UNICEF.




How the hotels work in practice

As a guest at our hotels we want to make it possible for you to get involved and easily see how we work with WeCare. Here you can see examples of our work with Sweet Dreams.

She makes Arlanda Airport a safer place

Thanks to Pernilla Johansson, CEO of Clarion Hotel Arlanda Airport, more people have become aware of how to prevent trafficking. Her collaboration with the police and Swedavia has turned Arlanda into an even safer airport. Pernilla also speaks to and trains staff at different hotels to spread knowledge. Pernilla recently accepted the Elise Lindqvist award for her work to protect vulnerable individuals.
- "Hotels in Sweden have become an involuntary arena for the slavery of our time and it is important that we take our responsibility", says Pernilla Johansson.

The hotels hosted a pajama party

To raise awareness around Sweet Dreams Stay many of our hotels invited the surrounding area to a pajama party. Clarion Hotel Amaranten had 120 pajama wearing guests and they enjoyed the breakfast buffet on September 5, 2017. It is Stockholm's largest pajama party so far. In the picture album you can see photos from different events around the country.

Do you want to know more?

WeCare is Nordic Choice Hotels’ social responsibility

Do you want to know more about which other areas Nordic Choice Hotels will venture in? Click the button that will take you back to the homepage.

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