Behind the inclusive image of Sweden hides a different reality.

This year, Pride week falls at the same time as the Swedish National Day, on June 6th. A day traditionally occupied with national pride and the blue and yellow of the Swedish flag.

There is much to be proud of as a Swede. But the fact that as many as 32%* of Swedish LGBTQ people do not feel comfortable being open in their workplaces – is not something to brag about. Furthermore, the study showed that as many as 70% regularly hear derogatory comments, while 20% are exposed to hate crimes.

In order to challenge the concept of Swedishness and how proud, free and equal we truly are, GREY Gothenburg, together with West Pride, developed a campaign that pulls back on the curtain of our nation to expose the reality of the LGBTQ community. A campaign that 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,” says Emma Gunterberg Sachs, Managing Director of West Pride.

The cancelled annual West Pride festival, due to Covid-19, has in collaboration with JCDecaux, been replaced by Gothenburg’s biggest OOH campaign. Since this year looks different, West Pride has chosen to focus on its LGBTQ training offered to companies, schools and organizations. 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.” Jesper Ståhl, Creative, GREY Gothenburg.

Team: 

Jesper Ståhl, Creative

Sebastian Regfeldt, Creative 

Emiilije Bodinger, Art Director 

Alice Westergårdh, Copywriter

Miquel Gallardo, Art Director

Carl Stuchly, Copywriter 

Sofie Paulsson, Art Director

Helena Emms, Account Director

My Magnusson, Production Artist

Isak Martinson, Digital Production

Source: Grey Gothenburg

  Emma Gunterberg Sachs, Grey Gothenburg, Jesper Stahl, Sweden, West Pride