| Titel | We Go All the Way |
| Brief | As the debate raged in the U.S. over transgender people serving in the military, following President Trump's proposed ban, The Swedish Armed Forces delivered a clear message about LGBT rights during the Pride Festival in Stockholm. Part of the army's job is to protect everyone's right to enjoy love and self-expression. The message was unambiguous: we are prepared to go all the way.
When President Trump proposed a military ban on transgender soldiers, the Swedish armed forces decided to take a stand with one single photo shared on social media. A pair of combat boots with rainbow laces quickly made its way around every social media channel, as celebrities, opinion leaders, politicians shared its message of inclusion. “Your right to live the way you want with whoever you want is our duty to defend.”
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| Agentur |
Volt
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| Kampagne |
We Go All the Way
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| Werbende |
Försvarsmakten (The Swedish Armed Forces)
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| Marke |
Swedish Armed Forces
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| Posted | November 2017 |
| Geschäftsbereich | Beamter, Wehrmacht und Polizei Einstellung
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| Story | The Swedish Armed Forces (Swedish: Försvarsmakten) is the government agency that forms the military forces of Sweden, and which is tasked with defence of the country, everybody living here – and our rights. As well as promoting Sweden's wider interests, supporting international peacekeeping efforts, and providing humanitarian aid. |
| Problem | The Swedish Armed Forces (Swedish: Försvarsmakten) is the government agency that forms the military forces of Sweden, and which is tasked with defence of the country, everybody living here – and our rights. As well as promoting Sweden's wider interests, supporting international peacekeeping efforts, and providing humanitarian aid. |
| Medientyp |
Social Media
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| Texter |
Petter Nylind
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| Texter |
Daniel Jakobsson
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| Art Director |
Jörgen Berglund
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| Art Director |
Johanna Johanssons
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| Fotograf |
Henrik Bonnevier
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| Etatdirektor |
Malin Almqvist
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| Produktionsmanager |
Camilla Ryttare
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| Etat-Planer |
Cornelia Wangel
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| Strategist |
Henrik Stampe
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| PR Strategist |
Martina Larsson
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