Holtback Yeter

Art Director at Forsman & Bodenfors. Based in Gothenburg, Sweden.

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The 1 in 10 Flower


In Sweden, 1 in 10 children live in poverty. A worrying figure that the organization Majblomman has fought against for a long time by selling their flower pins. But in the last few years, the situation has gotten worse. Reaching its peak in 2024, with more families than ever at risk of ending up in poverty.

Majblomman needed to get as many swedes as possible to understand the seriousness of the situation, in a simple way.

Therefore, the flower pin for 2024 carried a clear message. A new type of flower pin was launched for the first time in 100 years - where 1 of the usually 10 petals was missing.

The news about the new flower pin spread quickly, and was noticed by some of Sweden's biggest news media, including SVT, Aftonbladet, GP, Sveriges Radio, Sydsvenskan and Expressen.

At the same time, the new design created a lot of engagement on social media and was highlighted by people in power such as Annie Lööf (Former Minister for Business, Industry and Innovation) and Michael Bindefeldt.