This Pride Ad by the Swedish Armed Forces Conveys a Simple Message About LGBT Rights

Social Media Post Features Army Boots With Rainbow Laces

Published On
Aug 23, 2017

Editor's Pick

As the debate rages in the U.S. over transgender people serving in the military following President Trump's propsed ban, over in Sweden there is a markedly different attitude.

For Stockholm Pride earlier this month, the Swedish Armed Forces posted the simple image of a pair of army boots adorned with rainbow-colored laces. The social media ad, created by agency Volt, carries the text: "We are prepared to go all the way" followed by the sentence "Your right to live the way you want with whoever you want -- is our duty to defend."

The ad has provoked some controversy in Sweden and beyond, with the likes of Breitbart picking up on the story in the U.S. However, with around 5,000 likes and over 600 shares on Facebook plus 200,000 views on Twitter, it is one of the organization's most successful social media posts ever, according to Swedish publication The Local.