Swedish agency DDB Stockholm produced the current Armed Forces campaign I was referring to the other day. I, and many with me, are absolutely apalled at what the bureau and its large customer has come up with. According to my sources, the point of the campaign was to provoke a debate. If it is really so, they have succeeded to some extent. But at the same time, they have made some lousy PR for an organisation in dire need of a more positive public image.

The Swedish Armed Forces are under public scrutiny because of the change of direction made over the past years – from focusing on the defense of its own country, to being more and more active and aggressive on the international peace keeping arena. Soldiers are being killed and as people in general don’t see the big picture, the forces get a lot of heat from all over. Sad, but understandable – it is human nature.

At the same time, we are moving from a system with compulsory military service to from this July having entirely professional armed forces. This means that recruitment needs a boost, while the general awareness of the army, navy and air force among young Swedes at the same time are at a record low. Enter this current campaign.

Now, of course it has created a stir. People have reacted, awareness have been raised and debates have been raging. All good thus far? No. I’m still to hear anyone say a positive word about their feelings towards the Armed Forces after the campaign. While the young and the restless, searching for kicks and meaning, could very well be attracted to join – what are the other effects?

Is it good that possibly millions of Swedes are more or less disgusted by the Swedish Armed Forces? Is it good that they portray themselves as not so impressed by freedom of speech? Is it good that they might attract (and thus again portray themselves as having employees that are only) young, aggressive and pugnacious teen boys? Is it really good to only use both actors and signals that attract (mostly) young men?

Personally, I would have liked to see a realistic campaign that did not try to make the Armed Forces look like Top Gun. And how about a campaign that showed that they look for and encourage intelligent people to apply? And, I know this is mind-boggling, but could they also have shown that women are welcome and needed?

What does it matter if they get more soldiers if the rest of the country are appalled by it’s own army? What does it matter if they have the personell to do their job now, if the people will eventually put pressure on the politicians to make drastic changes to the system (again)? In other words, what are the long term effects? DDB or the Swedish Armed Forces cannot have thought this through.

Or have they? There is only one circumstance that could make this campaign successful: if its hidden agenda is really to make the Swedish government change direction in its defense politics.