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.