Staffanstorp is a town in southern Sweden that is quite different from its infamous culturally enriched neighbor Malmö. You see, Staffanstorp is not enriched — it is populated mainly by Swedes, which means — gasp! — white people. For that reason it’s more like Sweden-That-Was: it has a low crime rate, cultural cohesiveness, and public spaces that have not yet been ruined or made dangerous — the attributes of a non-multicultural town.
Staffanstorp wants to attract new residents without bringing in third-world immigrants, so it has created an advertising video that highlights exactly those features that would attract traditional Swedes. Needless to say, the ad has caused an uproar, since it is too “white” to be acceptable in Modern Multicultural Sweden.
At the beginning of the video a Swedish family walks past a group of sullen and dangerous-looking “youths” in a place that is not identified as Malmö, but has its typical characteristics. I noticed that the makers of the video took care not to include any brown people among the young troublemakers — they all look pretty Caucasian to me. Some of them might be Bosnians or Albanians, but they aren’t “Middle Eastern” in appearance.
Unfortunately for Staffanstorp, that wasn’t enough to exempt the municipality from accusations of racism. When your town is populated by white people, you’re out of luck — you’re by definition “racist”.
Many thanks to Tania Groth for translating this article from the Danish daily Berlingske and the accompanying video:
A Swedish municipality is being criticized for an advertising video: “This is the most disgusting thing I have seen in a long time”
Malmö’s neighboring municipality of Staffanstorp is being criticized for an advertising film showing a battered Malmö and a quiet and idyllic Staffanstorp.
The sound of sirens mingles with sad underlying music as a mother and daughter are filmed in black and white walking down a street in Malmö. They start running, anxiously, as a group of young men who look like they might be gang members throw a can at them.
“Many of us wake up in a city we once called our hometown,” says a speaker in Swedish and continues:
“But the growing insecurity and the feeling of exclusion have left many feeling lost.”
[Many thanks to Vlad Tepes for the subtitling.]
Shortly thereafter, we see a clip of fields, smiling people, cheerful background music — in color. According to the video this is what awaits you if you move to the Swedish municipality of Staffanstorp.
“There are municipalities where security, care for the elderly, and schools really work,” says the speaker, while showing pictures of brightly smiling white-only people.
Eventually Staffanstorp is shown from the above, while the text: “Staffanstorp Municipality — The way the rest of Sweden should be”.
A propaganda film
The film was made by Staffanstorp Municipality — Malmö’s neighboring municipality. They call it an “information film” and the goal is to attract new residents to the municipality. But the film has some Swedes up in arms, especially on social media.
One of the film’s critics is the social democratic politician Torbjörn Lövendahl.
“It is a political propaganda film, not an information film,” he tells Skånska Dagbladet.
According to Expressen.se, the immigration-critical sites “Fria Tider” and “Nordfront” have also opened their eyes to the film. They write that the film is aimed at “people who are affected, and have had enough of the multicultural society”.
[Photo of tweet]
But that is a misunderstanding, says Christian Sonesson of the Moderates, who is the mayor of Staffanstorp.
“People are reading too much into the film. We do not register ethnicity, we do not think about what skin color people have when we advertise,” he tells Expressen.se.
Moa Berglöf, the lead writer at Sydsvenskan, believes that the timing of the film is extremely poor in view of the fact that a few days ago there was a fatal shooting in Malmö.
“This is the most disgusting thing I’ve seen in a long time,” she writes on Twitter.
|00:00||Many of us wake up in a town we once called our hometown.|
|00:06||But the growing insecurity and feelings of alienation|
|00:10||have caused many to feel lost and despairing in their town.|
|00:27||To dream about a better endeavor for a better existence|
|00:31||is nothing but a sign of health. It is the will to develop|
|00:35||and to make things better for oneself and one’s loved ones.|
|00:38||There are townships where safety, care for the elderly, schools and business really work.|
|00:45||Where the residents are proud of their communities, and where they help each other,|
|00:49||not because they have to, but as a natural thing.|
|00:55||In our township we take care of each other… for real.|
|00:58||Young as well as old, workers as well as independent business owners,|
|01:02||because we know that you always go further with a smile and a helping hand.|
|01:07||Empathy and caring is the key that builds genuine and long-term relationships.|
|01:23||When you and your family want to be near nature,|
|01:26||To have a personal and functioning business life,|
|01:31||When you want to feel like one of the team, even though you are unknown to the team…|
|01:50||There is one township for you, and we welcome you with all of our heart.|
|01:59||Staffanstorp, the way the rest of Sweden should also be.