TitleWe Go All the Way
BriefAs 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.”
Campaign We Go All the Way
Advertiser Försvarsmakten (The Swedish Armed Forces)
Brand Swedish Armed Forces

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PostedNovember 2017
Business SectorSubscribers Only
StorySubscribers Only
ProblemSubscribers Only
Media Type Social Media
Copywriter P...er N...nd Subscribers Only
Copywriter D...el Ja.....on Subscribers Only
Art Director J...gen Be....nd Subscribers Only
Art Director J....na Jo.....ons Subscribers Only
Photographer H...ik Bo.....er Subscribers Only
Account Director M...n Al....st Subscribers Only
Production Manager C....la R....re Subscribers Only
Account Planner Co....ia W...el Subscribers Only
Strategist H...ik S...pe Subscribers Only
PR Strategist M....na L....on Subscribers Only

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