we won gold, by opening a bordello

OK, some self promotion. Sorry. We just won gold in the Swedish Effectiveness Awards (100wattarn), in the public awareness category, for opening a bordello. 1 in 13 Swedish men buy sex. Scary right? We live in liberal times and that goes for attitudes to prostitution as well. It’s a touch discussion to take and it’s not at all clear cut. I don’t want the state to tell me what I can and cannot do, but the problem is that when you look into it, see the statistics, talk to the people within the police and other institutions such as anti-trafficking units etc, you start to see some really disturbing “back sides”.

What happens is that organized crime gets involved. The demand for women is high so trafficking is the only way to secure distribution. Trafficking is the 2nd largest income for organized crime, right after drugs. You want prostitution? You will have to accept trafficking. That’s how it works.

With very limited funds we needed to get people to react, reflect and hopefully change their attitudes. There’s one arena where you can do that if you hit home, or completely disappear if you miss. In Almedalen – a place where all the politicians, PR people and organizations with a civic agenda meet for one week. An opportunity, and a great risk. Here’s the story:

Bordellen i Almedalen from Gyro Scandinavia on Vimeo.

Swedish only, sorry.

Did we manage to make something out of the opportunity? Yep, we were awarded “media factor of the week” making the greatest impact, got a 7 minute section on national news, live news coverage called “the duel of the bordello” and so on. People reacted and attitudes shifted. Only problem is; you need to keep going at it because the liberals still don’t get the trafficking connection it seems, and attitudes are fragile.