A Hard Pill To Swallow

Agency Network: 
November 2019


“With help from The Research Institutes of Sweden (RISE), Apotek Hjärtat has for the last few months worked on Sordidum Pharmacum - a pill made up of chemical remnants found in bodies of public water in Hyderabad, India, a key global centre for the manufacture of pharmaceutical drugs.

The campaign was devised by Nordic-based Åkestam Holst.

The creation of the pill is intended to shine a light on the absence of environmental regulation surrounding producing medicinal drugs, and the extent to which chemicals can enter local water supplies. RISE’s analysis of water in Hyderabad found traces of chemicals designed to treat epilepsy, HIV, cancer and more. A fuller list can be found below.”

Film advertisement created by Åkestam Holst, Sweden for Apotek Hjärtat, within the category: Public Interest, NGO.

Advertising Agency: Akestam Holst, Stockholm, Sweden
Creative Director: Magnus Jakobsson
Art Director: Joakim Khoury
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