"'Fuck' is a disaster"

Cursing posters have appeared in Sweden. But this is not hooliganism, but an advertisement for cybersecurity

Outdoor advertising has been placed all over Sweden, which at first glance may seem offensive - and at the second too. But no, it's actually about digital security.

Provocative posters with ambiguous slogans like "Fuck is crash" were created by Akestam Holst for the cybersecurity organization SSF. This ad should remind you how important it is to come up with a strong password for your personal accounts.

Ambiguous slogans are made up of words that Swedes most often use as passwords. It turned out that there are many, many swear words on this list. "Fuck" is one of them. But there are others! Almost all the slogans in the advertising campaign are based on a play on words, including popular passwords.

Eg:

• "Your 'member' is not strong enough"
• "Your password is 'shit' "

However, there are more harmless slogans:

• "Don't trust 'mama' with your secrets"
• " 123456 reasons to change your password"

Provocative advertising posters in English appeared in Sweden at the end of February (it was placed in Swedish back in 2020). In addition, SSF printed advertisements in local magazines and newspapers.