To respond to the great international interest that is shown for Swedish elderly care and against the background that companies, public institutions and researchers within Swecare´s network express a great interest to work on the international area, Swecare initiates a project within the area of demography and health ageing. The project aims at identifying a number of challenges connected to an ageing society and to present Swedish solutions and innovations that can meet them. This will be done through an active participation of companies and in close collaboration with the public side as well as the research community. Areas that could be included are preventive health, dementia, incontinence care, assisitve devices, home care and assistive living. Connected to this a structured way of working with promotion of the Swedish elderly care/ healthy ageing sector will be developped.