# Eco Medicine Production Ads A Hard Pill to Swallow Shows the Industry Role in Water Pollution By Grace Mahas | Published 2019-11-12 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/a-hard-pill-to-swallow References: [thedrum](https://www.thedrum.com/creative-works/project/apotek-hj-rtat-hard-pill-swallow) & [apotekhjartat.se](https://www.apotekhjartat.se/?kijjhh) 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](https://www.trendhunter.com/trends/waste-no-space-campaign), 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](https://www.trendhunter.com/trends/pick-up-your-poop), 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](https://www.trendhunter.com/trends/blister-pack-recycling) and highlights its eco-friendly and responsible practices. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 40% | Activity: 37% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What's Driving This Trend - **Water Pollution Awareness:** The 'A Hard Pill to Swallow' campaign highlights the need for increased awareness about the pharmaceutical industry's role in water pollution. - **Pharmaceutical Environmental Sustainability:** The campaign emphasizes the potential for disruptive innovation in pharmaceutical production practices to prioritize eco-friendly and responsible methods. - **Consumer Health Concerns:** The campaign raises awareness about the potential dangers to health from consuming medication contaminated by water pollution, prompting a need for safer alternatives. ### Who This Affects Most - **Pharmaceutical Industry:** The pharmaceutical industry should explore disruptive innovations in production processes and waste management to reduce water pollution and ensure the safety of medications. - **Environmental Technology:** Environmental technology companies have an opportunity to develop solutions that mitigate water pollution from the pharmaceutical industry, such as advanced water treatment systems. - **Healthcare and Wellness:** The healthcare and wellness industry can further advocate for sustainable practices in pharmaceutical manufacturing and offer consumers alternative medications that prioritize safety and environmental responsibility. ## Related on Trend Hunter - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Educational Cold Medication Campaigns](https://www.trendhunter.com/trends/mucinex-flip-the-script.md) - [Pharmaceutical Consumer Education Campaigns](https://www.trendhunter.com/trends/consumer-education-campaign.md) - [Pharmacy-Inspired Apparel Capsules](https://www.trendhunter.com/trends/pharma-collection.md) - [Moisture-Protecting Pharmaceutical Bottles](https://www.trendhunter.com/trends/log-pharma.md) - [Unconventional Health Food Ads](https://www.trendhunter.com/trends/rxbar-ad.md) - [Swallow-Friendly Pain Relievers](https://www.trendhunter.com/trends/tylenol-easytoswallow.md) - [Aluminum Medicine Bottles](https://www.trendhunter.com/trends/all-day-allergy-relief.md) - [Refillable Smart Supplement Bottles](https://www.trendhunter.com/trends/desert-harvest.md)