BACKGROUND/ The pharmacists of Apotek Hjärtat comes from a wide range of nationalities and racism is now Hjärtats fastest growing problem. The employees are subjected to prejudices, threats of physical violence and comments. Something that results in insecurity, sick leave, and stress every day.
BRIEF/ Hjärtat now seeks for a solution to support the employees and mark zero tolerance to this sick behavior.
SOLUTION/ Help the staff to not even have to meet the racists. By temporarily changing Apotek Hjärtats logo into different languages represented by the staff, we make the racists turn around at the door. By doing this, the people entering Hjärtat has to accept to be helped by people with a background other than Swedish. If you don’t believe in everyone's equal value, feel free to go elsewhere.