To protect these women, the Swedish government passed a law recognizing them as victims, not criminals. But despite this, the government began taxing them, treating their exploitation as if it were a regular job.

This approach trivializes their suffering and ignores the harsh truth of their exploitation, making them more stuck in a system that doesn't care how bad they are hurting.

IDEA We wanted to influence the current tax laws. So, we stole the government’s own style and rhetoric and turned it against them; creating “Trafficking Incorporated.”

By combining business language with the harsh realities faced by exploited women, we created a contrast that couldn’t be ignored. We plastered several cities with our message, showing the raw and uncensored truth, reflecting the pain of those trapped in the sex trade.

This powerful message resonated with the public, turning them into activists. Every part of the campaign directed people to a website (talita.se/skatt) where visitors were encouraged to send a message to the government, urging a change in the tax laws.


OUTCOME The campaign sparked a national debate, resonating across major media. Politicians, tax experts, and the public united in support, criticizing the taxation of sex trafficking victims.

Within 24 hours of launching, thousands emailed the Ministry of Finance through our campaign site, urging the minister to reconsider the legislation. Relying at only donated and earned media, the campaign was observed by an impressive 43% of all Swedes, of which 75% joined our side in the fight to change how the government treats sex trafficking victims.

Nationwide, voices challenged politicians, making it impossible for the government to overlook the issue. On December 1st, The Minister of Finance publicly addressed our campaign in parliament, leading to a review of the legislation that permits the taxation of sex trafficking victims, a significant victory for our cause.

The Minister of Finance called a roundtable meeting with stakeholders from various sectors of society in early June. They were all are determined to bring about change and are currently working on a new legislation.

STRATEGY 1.Capture Nationwide Attention to Create Urgency Our mission was to push for legal reform, and as a small organization, we knew public support was crucial. We needed an approach that would bring our issue to the forefront of public consciousness and create a sense of urgency for immediate change.

2. Confront the Swedish Self-Image Sweden prides itself on being a leader in human and women’s rights, with a strong stance against sex trafficking and exploitation as a core part of its national identity. We used this self-perception to challenge and provoke people’s views of their own government, transforming the public into activists.

3. Turn Awareness into Political Change To drive political change, it was essential to turn public awareness and engagement into concrete political pressure. We ensured that all attention was directed towards a clear call-to-action, targeting the key decision-makers responsible for this legislation.