The commercial is two minutes long and depicts how a mother and her daughter are harassed by young people and choose to pack the moving class and leave the city. A speaker voice tells:

"... the insecurity and exclusion have made many feel lost and lost in their city."

The family in the film moves to Staffanstorp. There the sun is shining and people are happy.

“In our municipality, we take care of each other real, young and old. Employed as self-employed. "

"Does not point out Malmö"

"We are doing this to attract new residents and business start-ups to the municipality," says Christian Sonesson (M), chairman of the municipal board in Staffanstorp.

Malmö is used as a bad example in the film, why then?

- Malmö is not mentioned in the film and if you have to shoot somewhere in a Scanian urban environment then Malmö is close at hand. We do not point out Malmö but want to show a phenomenon where people feel insecure.

Responds strongly

Moa Berglöf, an independent columnist at Sydsvenskan, responds strongly to the film being published just after a 15-year-old was murdered and another seriously injured in the same area in which the film was recorded.

- I think it's a great move, to publish this film so close to such a serious event. It can't be any coincidence, she says.

She thinks that not only the choice of publication day is problematic but also the film itself.

- The film is made in a propagandistic way where dangerous Malmö is compared to sunny Staffanstorp in a way that is very unusual in Sweden.

Finished now

But Christian Sonesson sees no problem with the day of publication.

- It's published now because it's done now, he says.

The film has been criticized for being released just after one 15-year-old was murdered and another injured in the particular area where it was filmed. What do you say about that?

- Yes, I have been drawn to that criticism, but if we are to be honest then something often happens in Malmö so I think it is a bit far-fetched.