On Wednesday, the Moderates launched their election campaign and presented the messages that will adorn billboards in, for example, public transport until the parliamentary elections on 11 September.
The main message is "now we get order in Sweden", above all in terms of law and order, Sweden's economy, the rising prices and the energy and climate issue.
M's hope is that it will attract voters from S to the party.
- We say that we want to get Sweden in order.
We also know that when you talk to people who have previously voted for the Social Democrats and who are considering voting for the Moderates, that is their most important reason.
A gnawing concern that the Social Democrats cannot get crime, the economy and the energy crisis in order, says the Moderates' party secretary Gunnar Strömmer.
Exclamation marks and question marks
M has set its sights on forming a bourgeois government that cooperates with the SD in the Riksdag, and in the first weeks of the campaign, emphasis is placed on emphasizing to voters that there are two government options – one that is in agreement and one that, according to the party, is not.
It will be illustrated on billboards with an exclamation mark in the issues where M, KD, L and SD agree and with a question mark in the issues where the red-green parties do not.
- This is a way for us, with an exclamation mark when it comes to the parties that are on our side and a question mark when it comes to the political community on the other side, to create a discussion about those issues, says Gunnar Strömmer.
"Now it's a match about this"
Gunnar Strömmer expects an even election this fall, especially since the Social Democrats are led by Magdalena Andersson.
- With Stefan Löfven as party leader and prime minister, they were headed for a certain election loss.
Now it's a match about this, it's completely even in public opinion and completely open how it will go this autumn, he says.