Yesterday I got a call from a big international magazine. They were desperately searching for a classical Swedish ad from the 70´s showing weightlifter Hoa-Hoa Dahlgren with a baby in his arms. The ad was made by Försäkringskassan (the Swedish Social Insurance Agency) in order to encourage fathers to increase their parental leave.
After a few hours of searching I finally got in touch with an extremely helpful man on Försäkringskassan who sent me the picture. Of course I needed to share it.
Today the baby on the picture is a grown up man. He just recently became a father and took five months off work to care for his little daughter.