The Challenge
In Sweden, military service is mandatory for both women and men—on paper. In practice, the Armed Forces has struggled to attract young women. But many young women see the military as physically brutal, emotionally tough, and unwelcoming. They don't see themselves in a uniform—and worse, they don’t see how their skills, strengths, and qualities could matter in a military context. At a time when Sweden is rearming, expanding conscription, and joining NATO, the Armed Forces urgently needed to connect with half the population it risked leaving behind. Especially since research shows that a more equal army makes us more dangerous for our enemies. So, we flipped the script. For the first time ever, we launched a campaign without a single soldier, weapon, or battlefield. Instead, we spotlighted the leadership, resilience, and courage young women already show in their everyday lives—and made them see those qualities as vital to defending Sweden. It wasn’t just a recruitment message. It was a cultural statement, aired on TikTok, and it landed exactly when both the Armed Forces and society needed it most.
The Solution
Young women in Sweden don’t see themselves in the Armed Forces. Around 70% believe they’re unfit to serve, often citing mental illness, allergies, or simply feeling they wouldn’t belong. With growing defense demands, equality targets, and societal shifts, the Swedish Armed Forces urgently needed to change that perception. The creative challenge? To launch their first-ever civilian campaign—without uniforms, weapons, or military drills. We created relatable social films reflecting young women’s everyday lives, then hijacked those moments by reframing them through a military lens. Each film ended with: You have what it takes. The campaign successfully challenged stereotypes, boosted awareness, and sparked conversation by proving that military strength already exists in young women’s daily actions—they just hadn't seen it yet.