The UN is considering The Baltic Sea to be one of the dirtiest in the world.

Generations after generations of swedes have cherished their summers around the Baltic Sea. Bathing in it is something they dream of during the long cold winters. It’s such a strong longing because we only have a few summer months when the water is hot enough to be able to bath in. Cold summers almost creates a collective depression amongst swedes.

Jumping into the Baltic sea, as the boy in the picture is doing, is an almost iconic image for Swedes.

Therefore, we believed it would be effective to show what the young boy would soon jump into if we don’t try to save the Baltic Sea.