The Swedish Armed Forces – We go all the way

During Stockholm Pride, the Swedish Armed Forces wanted to take a solid and transparent stand for what the organization believes in. This in a time when right wing parties are making noise – in Sweden and all over the world. The latest example being Trump’s proposed ban against transgender people serving in the military, which was headlining the news as we got this brief.

Our message, combined with timing and zeitgeist, became an all-time-high effort when it comes to engagement and spread with a stunning 35.000.000 in reach.

It went beyond the usual channels, via strong opinion makers and politicians out to the dark forums far out right where it was needed the most.