IN THE NAMES OF EQUALITY

ClientRÄTTVISEFÖRMEDLINGEN & FREDRIKA BREMER ASSOCIATION
Category D05. Breakthrough on a Budget
TitleIN THE NAMES OF EQUALITY
Product/ServiceGENDER EQUALITY
Entrant ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation ÅKESTAM HOLST Stockholm, SWEDEN
Idea Creation 2 ANR BBDO Stockholm, SWEDEN
Production BKRY Stockholm, SWEDEN
Production 2 FLICKORNA LARSSON Stockholm, SWEDEN
Credits
Name Company Position
Urban Wirdheim ANR BBDO Copywriter
Fabian Lakander ANR BBDO Art Director
Andreas Lönn ANR BBDO Creative Director
Jenny Canborn ANR BBDO PR-Specialist
Hilda Carlsson ANR BBDO Account Manager
Maria Fager ANR BBDO Account Director
Camilla Rosenzweig ANR BBDO Final Art
Jacob Nathanson ANR BBDO Photographer
Magnus Jakobsson Åkestam Holst NoA Creative Director
Oskar Pernefeldt Åkestam Holst NoA Art Director
Linus Bronge Åkestam Holst NoA Art Director
Daniel Vaccino Åkestam Holst NoA Copywriter
Lina Engler Åkestam Holst NoA Account Director
Mimmi Morén Åkestam Holst NoA Account Manager
Hanna Brochs Åkestam Holst NoA Digital Strategist
Ida Persson Åkestam Holst NoA PR Strategist
Stina Hansson Åkestam Holst NoA Strategist
Lisa Rabe Åkestam Holst NoA Strategist
Anna Forsberg BKRY NoA Graphic Designer
Lotta Person BKRY NoA Graphic Designer
Henrik Adenskog BKRY NoA Producer
Nisse Axman BKRY NoA Motion Designer
Alex Picha BKRY NoA Digital Producer
Fredrik Lindh BKRY NoA Web Designer
Julia Ohlström Rättviseförmedlingen Brand Manager
Henrik Fröjmark Rättv CEO
Christina Knight Fredrika Bremer Association Board Member
Miriam Kollberg Fre COO

View Script

Write a short summary of what happens in the radio or audio execution or campaign.

The Swedish spelling alphabet, the equivalent to the NATO phonetic alphabet, is used by all major authorities to communicate over radio. Since its origin in 1891, it has consisted of only traditional male names – a relic of a time when only men were given full citizenship and opportunities in society. Therefore, we decided to launch a new and more balanced version, including both female and culturally inclusive names. Together with linguistics scholars at Lund University and Stockholm University, we produced a new proposal in the form of 29 updated names that reflect how Sweden actually looks and sounds today. Our suggestion was first transmitted on a radio frequency scanned by the public authorities we wanted to reach – such as the Armed Forces, the Police and the emergency services.

Cultural / Context information for the jury

Swedish authorities have gender equality requirements set by the Swedish government, but many are far behind their goals. In the Armed Forces, only 17% of the employees are women, and within the Police the figure is around 20%. And maybe the fact that they’re constantly talking about men doesn’t help. The Swedish spelling alphabet is based exclusively on traditional male names, and is widely used. Instead of Alpha, Bravo, Charlie, Swedes say Adam, Bertil, Cesar. Days on end Swedish organizations talk about men, in everything from coordinates in the military to regular people spelling out their e-mail addresses. Rättviseförmedlingen and Fredrika Bremer Association, two non-profit organisations with a mission to help clients achieve better gender and cultural representation, launched an updated version of the alphabet. The campaign aimed to spark a debate about inequality and to show the unequal structures hidden in our language.

Script. Provide the full radio advert script in English.

General call, general call, general call! Message to the Police, Swedish Armed Forces and other national authorities it may concern. The spelling alphabet you use every day over the radio consists of only male names, since 1891. Now it’s 2018. That is why we created a new alphabet which will be made available for anyone who is serious about equality and diversity. Literally. Suggested new spelling alphabet: Adam Berit Cesar Doris Emir Fanny Gustav Hedvig Ivar Jenny Khaled Laila Matti Nora Olof Pippi Qvintus Robin Sigurd Tyra Ulrik Vicky William Xena Yngve Zelda Åke Ängel Östen For more information go to adamberit.se. Over and out.