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Work & Wellbeing Ad of the Day Diversity & Inclusion

Ad of the Day: Sweden’s largest women’s shelter sheds light on domestic violence


By Ellen Ormesher | Senior Reporter

December 7, 2022 | 4 min read

In its annual Christmas campaign, All Woman’s House remembers the women lost to domestic violence in 2021 with a traditional Swedish Advent candle.

Sweden packaging

The advent candle is a deep-rooted tradition in Swedish households/ Image via Alla Kvinnors Hus

Last year, 24 women were murdered in Sweden, many by someone close to them. According to police, reports of domestic abuse are expected to increase over Christmas. In acknowledgment of these bleak statistics, Alla Kvinnors Hus (All Woman’s House) and the creative agency Familjen produced an Advent candle – All Women’s Light – with 24 names, one for each woman murdered in 2021.

Sweden packaging

The Advent candle is a deep-rooted tradition in Swedish households and an important countdown until Christmas Eve. The candles usually feature the numbers 1 to 24, representing the days of Advent, but this year Alla Kvinnors Hus added a name to each number.

“This year we view the countdown to Christmas in a different light to draw attention to the deadly violence against women. Our campaign will remind the Swedish government that our fight against domestic violence never ends and that people are requesting change,” says Ann Isaksson, director of operations at Alla Kvinnors Hus.


The Advent candle is handcrafted by Brynge Candle Foundry and comes in custom-made packing. The candle has been sent to key stakeholders and influencers. Every day until Christmas, All Women’s Light candles will burn down on digital screens and on a specially built billboard in central Stockholm. In addition, the campaign includes podcast collaborations, audio, print and social media ads.


Alla Kvinnors Hus

Ann Isaksson, operations manager

Emma Richardsson, communicator


Nina Amjadi, CEO

Karin Hamberg, Hanna Ternström Client Director

Annika Elfving, Account Manager

Oskar Ferm, Art Director/Creative Lead

Lia Merkel, Copywriter/Creative Lead

Elin Eskilsson, Designer/Design Lead

Johan Helander, Creative Director

Johan Olsson, Graphic Designer

Anders Wikström, Final Art

Josefin Svensson, Philip Israelsson, Copywriter intern

Alexandra Karsberg, Micaela Gyllerström, Art Director intern

Henrik Berglund, Photographer

KJ Sanfer, Motion Designer

Filip Tomic, Paid Media Manager

Julia Cederblad, Paid Media Manager intern

Studio Mint (production company)

Karl Vestklev, Producer / Senior Retoucher

Anton Forsberg, Digital Artist

Work & Wellbeing Ad of the Day Diversity & Inclusion

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