It started with a former M politician sharing an advertising image from Region Kalmar on social media.
The picture depicts two women is part of an advertisement for maternity care.
Under the picture, the politician asked himself the question of "Who was the father in that relationship", a comment that provoked strong reactions, not least from Kalmarsund Pride
Lina Isaksson, who is communications director at Region Kalmar, believes that the message is that "everyone is welcome with us".
- The pictures together with the message should signal that you are welcome to us, regardless of what your family constellation looks like, says Lina Isaksson
For us, it was an obvious image choice
It is also important that the image is not the only one that the region uses in its campaigns.
You have several images that you alternate between.
Most are pictures of women and men, but all should be included according to Lina Isaksson.
- Region Kalmar County is an organization that stands for everyone's right to love whoever they want and you should feel included and welcome to us regardless of whether you belong to the majority or not.
For us, it was an obvious choice of image, she says.