My Troedsson

The “Magen” campaign for Apoteket was one of my first projects as a creative strategist. Apoteket, the Swedish national pharmacy, was facing fierce new competition after the deregulation of the pharmacy market. They needed to start building their own brand more intentionally and find distinctive ways to showcase their expertise across different health topics. For this brief, the focus was on digestive health and how Apoteket could help.

We conducted qualitative research and interviews to understand how stomach issues affect Swedes’ lives. It became clear that many suffer in silence, held back by stigma and social shame, which often leads them to delay professional care. To break the taboo and make more people feel included, we created a campaign that used humor as its lever.

In a series of films we met different personalities working inside the stomach, portrayed as colleagues in a quirky office environment. The campaign was supported by a Stomach Test developed with doctors to give practical advice on easing symptoms and to signal when it is time to see a physician.

By bringing these uncomfortable topics into the open with warmth and humor, the work aimed to normalize the conversation, reduce shame, and position Apoteket as a caring, approachable ally for everyday health.