More sex. Less tax.

Why are some birth control methods taxed higher than others? And should the state really have a say in what's going on in Swede's bedrooms?  
Together with Natural Cycles°, we set out to challenge exactly that with the initiative, “More Sex. Less Tax.” launched on Valentine’s Day.

The surrounding campaign had ambition: to inform, to advocate for Swedish sexual health and freedom of choice, and to confront the uncomfortable truth that Swedes’ once world-famous sexual confidence has been declining since the 1960s.

Through a series of tongue-in-cheek educational films starring the brilliant Emilia Rehnberg as a no-nonsense women’s health teacher, combined with guerrilla posters across the city, we’re taking the conversation from the classroom to the streets!