Move On Up – a collaborative project between the municipalities of Överkalix, Jokkmokk and Kiruna 2023-2026
Final Report: Move On Up Överkalix
Background
Move On Up was a collaborative project between the municipalities of Överkalix, Kiruna, and Jokkmokk, with the aim of developing sustainable, long-term methods for attracting, welcoming, and retaining new residents. The project was funded by the Swedish ESF Council and Region Norrbotten, with Överkalix Municipality serving as the project owner.
The project was based on the entire relocation journey:
Identify → Attract → Recruit → Welcome → Introduce → Help People Settle
The starting point was the understanding that workforce supply is not only about recruiting people to jobs. For people to choose to stay, a community needs well-functioning local services, housing, social networks, schools, associations, and a warm welcome.
Activities Implemented
During the project period, several new methods and activities were developed.
Communication and Marketing- A new website with information and an interest registration form.
- Active presence on Facebook.
- Communication in both Swedish and English.
- Stories about people living and working in the municipality.
- Videos, photographs, and content showcasing everyday life in Överkalix.
- Welcome letters.
- Welcome bags.
- Welcome events.
- Family activities.
- Information materials for newcomers.
- Guidance connecting newcomers with local associations, employers, and municipal services.
International Outreach
- Participation in the Emigration Expo in the Netherlands.
- International marketing activities.
- Contacts with families in several European countries.
- Collaboration with ambassadors and families who had already relocated to the area.
Organizational Development
- Mapping of local processes.
- Surveys targeting newcomers and local residents.
- Workshops on attractiveness, welcoming practices, and workforce supply.
- Strengthened cooperation between municipal departments, associations, and local businesses.
Results
Norrbotten's Highest Population Growth
In 2024, Överkalix recorded the highest percentage population growth in Norrbotten. The population increased by 1.2 percent during the year.
Relocation Statistics 2024
| Key Figure | Result |
|---|---|
| Population | 3,201 |
| People moving in | 181 |
| People moving out | 113 |
| Net migration | +68 |
| Population increase | +39 people |
Increased International Relocation
SVT reported that the number of people moving to Överkalix from other countries increased significantly during the project period. The number of international newcomers rose from 33 people in 2022 to 61 people in 2025.
The largest groups came from:
- The Netherlands
- Belgium
- Germany
- France
- Italy
- Spain
Strong Interest in Överkalix
During the three-year project period, hundreds of families contacted the municipality seeking information about:
- Employment
- Housing
- Schools
- Childcare
- Life in Överkalix
Most contacts came via email and social media from both Sweden and several European countries. Approximately 350 emails were registered during the project, and interest continued to grow afterward.
The project's overall experience is that several hundred families contacted Överkalix Municipality during the project period.
Emigration Expo in the Netherlands
Participation in the Emigration Expo in the Netherlands became one of the project's most successful activities.
https://www.facebook.com/watch/?v=1367483191047081
The exhibition generated:
- Numerous high-quality contacts.
- Concrete relocation cases.
- Families who later moved to the municipality.
- Increased international awareness of Överkalix.
Families and Future Optimism
Families with children were an important target group.
The project actively worked with:
- Family events.
- Welcome activities.
- Information about schools.
- Leisure activities.
- Local associations and community life.
Current statistics show:
- 120 children of preschool age.
- 261 children of compulsory school age.
- 73 upper secondary students.
More Children and Young People in Överkalix
The number of residents aged 0 to 19 has increased for three consecutive years in Överkalix, contributing to stable child populations and increased confidence in the municipality's future.
Media Recognition
The project received attention at both regional and national levels.
SVT
SVT highlighted how Överkalix used social media to attract newcomers from across Europe and reported on the municipality's growing international relocation figures.
Utveckla Norrbotten
Utveckla Norrbotten presented Överkalix as an example of successful relocation efforts and described how authentic communication and personal stories attracted interest from across Europe.
Swedish ESF Council
The Swedish ESF Council highlighted the project as an example of how smaller municipalities can work strategically with relocation and workforce supply.
Key Lessons Learned
The project demonstrated that:
✅ People move to people.
✅ Authentic stories create more trust than traditional marketing.
✅ Social media can be an extremely cost-effective tool.
✅ Personal support and welcoming attitudes are crucial.
✅ Cooperation between municipalities, businesses, associations, and residents is essential.
✅ A well-functioning relocation process is just as important as recruitment itself.
The Legacy of Move On Up
Although the project is ending, its results will continue.
Over three years, knowledge, routines, networks, working methods, and relationships were developed that now form the foundation of Överkalix Municipality's continued work with relocation and workforce supply.
Move On Up demonstrated that even a small municipality can gain national and international attention through authentic content, strong collaboration, and a warm welcome.
The work will continue through a new position established from 1 September 2026:
Place Marketing and Relocation Coordinator (Platsmarknadsförare och Inflyttarlots)
Sofi Wiippa Lahti
Project Manager, Move On Up
Överkalix, 26 August 2026