Among nearly 2000 applicants Playing for Change selected, on 29 March 2010, the eight best ideas for a better society for children and young people. The eight selected social entrepreneurs will over the next one to three years receive full pay and professional support to realize their ideas. Among the ideas is a live-role play workshop, a mobile theater and a Web site focused on children with autism.
– The jury has been tearing. There has been a huge proliferation of ideas, but also 
very high quality. The eight we have chosen has the potential to in different ways create better conditions for children and young people in Sweden, says Sara Damber, Chief Operating Officer, Hugo Stenbecks Stiftelse.
Ida Östenssson, 25 years from Umeå, is one of the selected social entrepreneurs. Her idea is to use skateboarding as a way to explore ways to give girls access to male-dominated fields:
– It's like a dream to have this opportunity to realize my idea. I have a lot to give and I will work very hard to succeed. My vision is a society where young people's interests need not be determined by the sex you have.
All eight entrepreneurs will receive pay and support from some of the sharpest business minds in order to implement their ideas. The other seven are:
- Benjamin Andree, 39, from Gothenburg. What a Diff, creating unique experiences for children with illnesses.
- Johan Wendt, 32, from Stockholm. Provides free math help for school students through workshops and through a web site to include "celebrity maths".
- Anna Lofgren, 43, and Maggie Dillner, 52, Stockholm. Want to educate parents and educators in play for children with autism.
- Laila Lindberg, 64, Bergvik. Want to spread a methodology to support traumatized asylum-seeking children through play.
- Victor Brobacke, 36, Stockholm. Want to take over part of the public environment with a mobile meeting place for cultural encounters between adults and children, on the children's terms.
- Miriam Lundqvist, 27, Västerås. Want to build a live role-paly workshop, a center for active participation and learning through role playing.
- Patricia Rawecka, 25, Stockholm. Toy brand GRO and create a market for educational, equal and sustainable toys.
Background
Social entrepreneurs were challenged to send their pitches, at latest 28 February. The
pitches were screened continuously during the application period. Selected entrepreneurs were welcomed to send in more information – their business plan.
A jury of seven read and evaluated submitted business plans, and selected eight winners. On 29 March, the eight winning social entrepreneurs were presented.
The eight social entrepreneurs have received a place in the Playing for Change incubator which gives them:
- Salary funding for one to three years
- Advisors from the Kinnevik Group
- Invitation to workshops with some of our most talented employees
- Media space
- Mobile phone
- National network
Metro, Tele2, MTG, Korsnäs, Transcom, Kinnevik and Hugo Stenbeck’s Foundation, under the flag of Playing for Change, challenges creative, innovative social entrepreneurs, to start businesses to change the world. It is the first time ever that companies of the Kinnevik Group is performing a joint effort of this kind. And the goal is ambitious – through entrepreneurship and business approach contribute to a better society.
Hugo Stenbeck’s Foundation has supported social projects in Sweden since 1963. Chairwoman of the foundation is Sophie Stenbeck, herself a social entrepreneur who has founded the organisation Remedee.