#SverigeHarEttSår

Humanium Metal by IM is a non-profit organization advocating to end gun violence globally. In 2022 the number of shootings in Sweden reached devastating record numbers. It was an election year and everybody was talking about gun violence, yet no one seemed to listen to the people actually affected… That’s when Humanium Metal and Futency teamed up to shed light on the stories behind the media headlines and tough political slogans. Our goal? To start a more compassionate and constructive debate on ending gun violence.

PROJECT

Campaign

CLIENT

Humanium Metal

RELEASE

2022

While pre-election debates and media coverage focused on immigration, no-go zones, and stricter measures, our campaign, “Sverige har ett sår” (Sweden is bleeding) highlighted the people that are actually affected. We questioned what would happen if they became part of the solution, not just depicted as the problem.

We made a film based on interviews with gun-violence survivors, grieving family members, ex-criminals. Giving them no instructions other than to share their stories, their perspective.

On October 11th, one month after the election, a campaign site featuring the film was launched. At the same time there was a coordinated effort by IM volunteers all over Sweden to hang posters as a means to raise awareness and drive traffic to the campaign site.

During the day, Humanium Metal ambassadors consisting of public opinion-leaders shared the message on their social media and a debate article was published in one of the biggest evening newspapers. In the 24 hours the campaign was live, the estimated potential reach of the joint efforts to spread the campaign message was over 7 million people.

Everyone involved in the making of “Sverige har ett sår“ contributed without any compensation.