A Hard Pill To Swallow - Apotek Hjärtat
More sustainable medicinal drugs

Gold

Title of Entry:	A Hard Pill To Swallow
Brand:	Apotek Hjärtat
Product/Service:	More sustainable medicinal drugs
Client:	Apotek Hjärtat
Entrant Company:	Åkestam Holst NoA
Creative Agency:	Åkestam Holst NoA
Judging URL:	https://hardpilltoswallow.se/en/
Live site URL:	https://hardpilltoswallow.se/en/
Title 1:	A Hard Pill To Swallow
Title 2:	The box of pills
Title 3:	Print
Title 4:	Website
Title 4 URL (Optional):	https://hardpilltoswallow.se/en/
Sector:	N/A
Date of Release:	2019-10-30
Chief Creative Officer:	Magnus Jakobsson
Notes:	Hyderabad in India is the capital of pharmaceutical manufacturing. Due to a lack of environmental oversight, factories here dump their waste straight into nature. In 2019, the pharmacy Apotek Hjärtat decided to highlight the issue. We collected 100 liters of water in Hyderabad and extracted the active substances. The result was a deadly new kind of “medicine” that was sent as direct mail to politicians, highlighted in print ads with an open letter and used as PR activation. It got the public to question how their medicine is produced, and politicians to propose new stricter laws.
Account Executive:	Lina Engler
Account Manager:	Linda Bryttmar, Jennie Strinnhed
Digital Producer:	Alex Picha
Developer:	Kalle Peterz
Production Company:	BKRY
Art Director:	Joakim Khoury, Martin Noreby, Michal Sitkiewicz
Copywriter:	Simon Lublin, Rickard Beskow
Other Credits:	Anna Forsberg
Other Credits:	Karl Wikström
Other Credits:	Olov Öqvist
Other Credits:	Lotta Person
Other Credits:	Henrik Adenskog
Other Credits:	Sarah Frey
Other Credits:	Eskil Lundberg
Other Credits:	Nisse Axman
Other Credits:	Digge Zetterberg Odh