The Swedish spelling alphabet, the equivalent to the NATO phonetic alphabet, is used by all major authorities to communicate over the radio. For some reason, it consists only of male names.

So we launched a new version, including both female and culturally updated names, to better represent how Sweden looks and sounds today. Our suggestion was transmitted on a radio frequency scanned by the very authorities we wanted to reach. The radio message sparked a nation-wide debate. At the end of the campaign period, the alphabet was Sweden’s most shared, debated, loved, disliked and even hated news-topic.

The radio message was transmitted on the AM-band on September 27, 2018, 09.45 AM.

This campaign was made in close collaboration with ANR BBDO together with Equalisters (Rättviseförmedlingen) and Fredrika Bremer Association.