Sweden has a reputation as being a liberal-minded, progressive country. Behind its inclusive image there is a different reality. It is not broad-minded about the LGBTQ community. 32% of Swedish LGBTQ people do not feel comfortable being open in their workplaces, according to s survey commissioned by West Pride in April 2020. Furthermore, as many as 70% regularly hear derogatory comments, while 20% are exposed to hate crimes.
This year, Pride week falls at the same time as the Swedish National Day, on June 6, a day traditionally occupied with national pride and the blue and yellow of the Swedish flag.
So to challenge the concept of Swedishness and how proud, free and equal it truly is, Grey Gothenburg and West Pride developed a campaign that pulls back the curtain to expose the reality of the LGBTQ community. The poster campaign withdraws keywords from everyday Swedish phrases and lyrics deep-rooted in the fabric of Swedish society.
“We believe that if you want to achieve change and a more open, equal and inclusive society, knowledge is the way forward,” stated Emma Gunterberg Sachs, managing director of West Pride.
The cancelled annual West Pride festival due to Covid-19 has been replaced by Gothenburg’s biggest OOH campaign, in collaboration with JCDecaux. Since this year looks different, West Pride has chosen to focus on its LGBTQ training offered to companies, schools and organisations. A program that is now also available online.
“On June 6, we will raise the Swedish flag together with the rainbow flag in an ambition to unite and engage people to stand for everyone’s equal value. A future society that does not accept human rights violations. A Sweden that is for everyone,” stated Jesper Ståhl, creative at Grey Gothenburg.
Agency: Grey Gothenburg
Creatives: Jesper Ståhl & Sebastian Regfeldt
Art Directors: Emiilije Bodinger, Miquel Gallardo & Art Director
Copywriters: Alice Westergårdh & Carl Stuchly
Account Director: Helena Emms
Production Artist: My Magnusson
Digital Production: Isak Martinson