We Go All The Way

As the debate raged in the U.S. over transgender people serving in the military, following President Trump's proposed ban, The Swedish Armed Forces delivered a clear message about LGBT rights during the Pride Festival in Stockholm. The Swedish Armed Forces wanted to show their support. Their work towards equality comes with the constant duty to protect our rights for boundless love and self-expression, and they wanted to celebrate both the men and women within the Forces that carry out this duty every day and everyone walking in the parade. The message was loud and clear - we are prepared to go all the way. The ad, together with the same message on the Swedish Armed Forces social media channels, sparked an enormous response.