19: THE ‘WISH WE’D THOUGHT OF THAT’ AWARD (THE ‘Wish we’d thought of that’ AWARD)

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

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

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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
Chief Creative Officer: Magnus Jakobsson
Account Executive: Lina Engler
Account Manager: Linda Bryttmar, Jennie Strinnhed
Sector: 45054
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