Title	A FUCKING PRINT AD
Brand	THE SWEDISH BRAIN FOUNDATION
Product/Service	BRAIN RESEARCH
Category	A06. Not-for-profit / Charity / Government
Entrant	NORD DDB Stockholm, SWEDEN
Idea Creation	NORD DDB Stockholm, SWEDEN
PR	NORD DDB Stockholm, SWEDEN
Production	NORD DDB Stockholm, SWEDEN

Name	Company	Position
Andreas Dahlqvist	NORD DDB	Chief Creative Officer
Hanna Stenwall	NORD DDB	Creative Director
Anna Salonen	NORD DDB	Creative Director
Teodor Nisbel Fjäll	NORD DDB	Creative
Viktor Einarsson	NORD DDB	Creative
Marc Östlund	NORD DDB	Senior Creative Designer
Ylva Höckerlind	NORD DDB	Graphic Designer
Caroline Wetterholm	NORD DDB	Senior Client Director
Johanna Björnfot	NORD DDB	Project Director
Carin Sandström	NORD DDB	Production Manager
Karl Skoog	The Swedish Brain Foundation	Marketing Director
Lisa Kopp	The Swedish Brain Foundation	Brand- and Project Manager
Martina Fjellsson Draoui	The Swedish Brain Foundation	Press Manager
Anna Ökvist	The Swedish Brain Foundation	Neuroscientific Expert and Public Affairs

Cultural / Context information for the jury

In Sweden, like in many other countries, the use of swearing in printed media is not allowed. But in a print with the purpose of raising money for Tourette's research, we found the perfect opportunity to run it. More than one in three Swedes will have a brain disease at some point in their life - stroke, Alzheimer's disease, epilepsy, or anorexia to give a few examples. But in TV, books and films, Tourette's have most often been portrayed as a diagnosis that makes you swear uncontrollably. This prejudice has been used frequently since it creates seemingly comic situations. But many Swedes don't know that uncontrolled swearing is only true for a small percentage of those who have Tourette's syndrome. So to show that increased knowledge about the brain can reduce prejudice, we used this preconception about Tourette's in the headline to draw the broader populations attention.