Swedish Armed Forces: Who Cares?

Do you really care about other people? Would you give up your freedom to help others? Tough questions to answers. And, honestly, questions that don’t get asked very often. This campaign by DDB Stockholm for the Swedish Armed Forces didn’t play around with words. It wanted those questions to be answered with facts.

Would you enter a room not knowing when you might get out? Who cares? is a controversial, almost creepy, ambient interactive project that challenged the Swedish to prove if they are ready to help people in need. See the project in action. Would you have entered that room?