19: THE ‘WISH WE’D THOUGHT OF THAT’ AWARD
(THE ‘Wish we’d thought of that’ AWARD)
A Hard Pill To Swallow - Apotek Hjärtat
More sustainable medicinal drugs
Silver
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Title of Entry:
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A Hard Pill To Swallow |
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Brand:
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Apotek Hjärtat |
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Product/Service:
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More sustainable medicinal drugs |
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Client:
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Apotek Hjärtat |
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Entrant Company:
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Åkestam Holst NoA |
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Creative Agency:
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Åkestam Holst NoA |
| Chief Creative Officer: |
Magnus Jakobsson |
| Account Executive: |
Lina Engler |
| Account Manager: |
Linda Bryttmar, Jennie Strinnhed |
| Sector: |
N/A |
| Art Director: |
Joakim Khoury, Martin Noreby, Michal Sitkiewicz |
| Copywriter: |
Simon Lublin, Rickard Beskow |
| Date of Release: |
2019-10-30 |
| Judging URL: |
https://hardpilltoswallow.se/en/ |
| 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. |
| Other Credits: |
Anna Forsberg, Lotta Person |
| Other Credits: |
Karl Wikström |
| Other Credits: |
Olov Öqvist |
| Other Credits: |
Henrik Adenskog |
| Other Credits: |
Sarah Frey |
| Other Credits: |
Alex Picha |
| Other Credits: |
Kalle Peterz |
| Other Credits: |
Eskil Lundberg |
| Other Credits: |
Nisse Axman |
| Other Credits: |
Digge Zetterberg Odh |
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MP4
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