Creativity

Swedish Armed Forces: Medical Recruitment

For Swedish doctors only

Published on Jan 18, 2011

Editor's Pick

Agency Frank & Earnest works to recruit medical personnel for the Swedish Armed Forces with a direct campaign that send faux X-rays of a bullet-torn arm to 3,000 doctors.

A larger version of the X-ray was also used on backlit outdoor signs outside major hospitals.

The copy on the X-ray reads, roughly: No trauma compendium in the world can replace real experience. On an international mission you get the opportunity to upgrade your competence and at the same time contribute to something important.

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About

Credits

Date
Jan 18, 2011
Agency:
Frank and Earnest
Client:
Swedish Armed Forces

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