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.