Lasse-Maja Aids the Childhood Cancer Foundation

In the middle of November, the 19th book of the Lasse-Maja's detective agency children's book series was launched: Sjukhusmysteriet (the hospital mystery). The books are hugely popular with Sweden's children, and now their love of Lasse-Maja's detective agency can also help others: For every book sold, three Swedish kronor will go to Barncancerfonden, the Swedish Childhood Cancer Foundation.

"Nearly all cancer research done in Sweden is on adult cancers," says Karin Schyffert, marketing director for Bonnier Carlsen, publisher of the book. "I've learned that 90 percent of childhood cancer research is funded by the Childhood Cancer Foundation, so Lasse-Maja is reaching the right audience. It feels like a totally natural connection and it's great fun to be involved."

The money is donated by Bonnier Carlsen, author Martin Widmark and illustrator Helena Willis. The cooperation is tied to the first printing of 75,000 copies. Bonnier Carlsen has also donated hundreds of books to children's oncology clinics and Ronald McDonald Houses across the country.

The Childhood Cancer Foundation has gotten many questions about possible cooperations and is very restrictive about who it works with. But when Bonnier Carlsen came to the foundation with the idea, it was quick to agree.

"We are really happy about working together," says Johanna Perwe of the Childhood Cancer Foundation. "The series is very popular and since it's a children's book that takes place in a hospital, there's a direct connection to our work. We've never worked with a book in this way before but it's something we would like to further develop in the future."

The books are sold in shops with a wrap-around paper band that explains the campaign. Book publisher Bonnierförlagen has also challenged book shops to do something extra with the book - which they've responded to: for example online retailer Bokus will donate an additional three kronor for every book sold so that six kronor go to the Childhood Cancer Foundation.