Müller FRijj - “Just feel the Urjj” (2025)
Müller FRijj’s latest integrated campaign, aims to shake up the ready-to-drink milkshake category with a healthy hit of chaotic
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• Is it ever acceptable to violate human rights?
• What can each nation do for human rights?
• Do Sweden ever violate human rights?
We think it is extremely important to educate young people on human rights and to raise the issue whenever it´s possible. Our campaign should not be seen as anti-China, but pro-human rights.
The Swedish Red Cross Youth has chosen to make a campaign on human rights because:
• Human rights is a fundemental part of the Red Cross/Red Crescent society
• It is 60 years since the General Assembly of the United Nations adopted and proclaimed the Universal Declaration of Human Rights
• The Chinese government promised an improved situation for human rights in their Olympic campaign
• There are several documented cases where the Chinese authorities have violated human rights, Amnesty presents four central areas in the Olympic campaign:
- Fair trials for all
- Freedom from censorship
- Respect the rights of activists
- Stop executions
Human rights are, and always has been, a vital part of the Red Cross/Red Crescent philosophy. With that in mind, We see this as the perfect time to manifest the importance of human rights.