Situation

During Stockholm Pride, the SwAF wanted to make clear that they do not only defend the Swedish boarders, but more important the Swedish way of living; our common values based on the UN declaration of human rights – and take a solid and transparent stand for what the organization believes in, in a time when right wing parties are making noise – in Sweden and all over the world. The latest example being Trump’s proposed ban against transgender people serving in the military, which was headlining the news as we got this brief.

Brief

Make a post (image+text) for their social media channels, making the public feel and understand that they stand up for all citizens' freedom and rights. Primary target group: The public (all citizens between 18 and 55).

Objectives

The message should clarify their value base and will to defend all people's equal worth.

Day 1:

The statement – message and picture – is posted on Facebook on the forenoon. This is one of the busiest cohesive times among their followers, with peaks at lunchtime and around 5pm and 9pm.

Later the same day, posted on Twitter. When the liking, sharing and commenting already had taken off on Facebook. So when looking into it, Twitter users found it was a debate on the come up.

Day 2:

Post on Instagram. A contrast to their usual content. Now people had already joined the debate on Facebook and Twitter, or read about it on news sites, and had their arguments ready for the next round, and comments started rolling in.

Day 3 to 6: Answering comments, talking to press, giving interviews.

Day 6: Soldiers walking the parade, led by Commander in Chief Micael Bydén, and accompanied by a military truck covered in our message and picture.