Apotek Hjärtat, the largest private pharmacy in Sweden, recently launched an eye-opening and provocative campaign called 'A Hard Pill to Swallow.' It showcases the pharmaceutical industry's role in water pollution, specifically exposing society to harsh toxins that are extremely dangerous to our health.
A Hard Pill to Swallow shows Apotek Hjärtat's experiment in which water from one of the biggest producers of pharmaceutical medicine -- located in India -- is collected, analyzed, and packaged into a capsule. The analyzed substances were found to be chemicals used to treat HIV, Cancer, and Epilepsy -- to name a few. They ask viewers if they would take this medicine, and discuss how these substances are being exposed to local residents. The campaign seeks to change pharmaceutical production practices and highlights its eco-friendly and responsible practices.