Swedish region posts an open letter to Bryan Johnson in Los Angeles Times

A Swedish region has taken out advertising in the Los Angeles Times to share an open letter inviting Bryan Johnson to experience Långevity – a simpler take on longevity inspired by life on Sweden’s west coast. The initiative, which is not affiliated with, endorsed by, or created in collaboration with Bryan Johnson, is an open invitation and part of a broader conversation about different approaches to longevity and wellbeing.

People in Halland are among those in Sweden who live the longest, despite few following extreme routines or advanced biohacking practices. That contrast inspired the campaign, which celebrates nature, movement, community, and making more out of life.

As part of the initiative, Visit Halland published an open letter to one of the world’s best-known longevity enthusiasts, inviting him to experience Långevity for himself.

Jimmy Sandberg, Managing Director of Visit Halland:

“We’re not trying to change Bryan Johnson’s mind. We’d just love the chance to show him how we think about longevity here in Halland – and see what he makes of it”

As part of the initiative, a series of short films featuring Helena, 83, will also be released. Acting as Halland’s own Långevity expert, she explores some of today’s biggest longevity trends from a distinctly Halland perspective.

Astrid Allde, Copywriter at Stendahls:

“If anyone knows something about living a long life in Halland, it’s probably someone who has already done it. That’s why Helena felt like the obvious choice. Now the only question is whether Bryan Johnson is curious enough to experience the Halland way,”

Launching end of June, the campaign spans print, film, social media, and a dedicated website featuring a Långevity Map, where local Långevity experts share their favorite places and recommendations from across the region.

Visit Halland is the tourism and destination development department of the Region Halland. Together with municipalities, destinations, and local businesses, Visit Halland works to develop and promote Halland as a tourist destination and inspire more people to discover everything the region has to offer.