The picture depicting armed soldiers holding a rainbow flag under the text "A flag worth defending" has received both praise and praise after it was published as a full-page advertisement on Svenska dagbladet's front page on Sunday.

The purpose of the advertisement is to communicate the Armed Forces' values.

- We defend not only Sweden's territory but also our democratic state, our freedom and human rights and then Pride is a good opportunity to show it, says Johan Landeström, marketing manager at the Armed Forces who was involved in designing the campaign.

With the campaign, the Swedish Armed Forces also wants to clarify its values ​​for those who work at the authority or who are considering applying there.

- If you can not stand up for the democratic values, you can also never defend them, says Johan Landeström.

Met with criticism

Many people praise the ad on social media, but it has also met with much criticism.

Ivar Arpi, debater and former editorial writer at Svenska Dagbladet, tells Expressen that he is behind the message to include people in the Armed Forces, but that the rainbow flag can be seen as a political symbol.

- There are many who accuse us of political activism with this, but for us it is very simple, it is about democracy and human rights.

Then it is up to everyone to make which interpretations they want, says Johan Landeström.

Ivar Arpi and many critics on social media believe that the Armed Forces should have used the Swedish flag instead of the rainbow flag.

- Many have thought that we should use the Swedish flag, but it is so obvious that we defend Sweden, says Johan Landeström.

"The picture can be read as a border guard"

Journalist Saga Cavallin also criticizes the authority's pride campaign in Dagens Nyheter, but from a different angle.

She writes that RFSL has repeatedly warned that LGBTQ people are denied asylum in Sweden, and she believes that the image, which is meant to signal openness, can just as easily be read as a border guard.

- The interpretation must stand for her, I do not understand it.

On the contrary, we have a defense force in Sweden that stands up for human rights, says Johan Landeström.