Swedes need to give up their identity and integrate with migrants because ‘being Swedish needs to be about more than skin colour and place of birth’. In a new TV advert from Swedish charity organisation IM, Swedes are called on to create ‘Det nya landet’ (the new country). The English text from their website says, ‘There is no turning back. Sweden will never be what it was before. It is an understanding of what the world actually looks like – that Sweden is needed as a safe place for people who need refuge. Some yearn back to how it used to be. It’s okay to miss the past and talk about it – but we have to seek ways forward and find a way for everyone to live together. Because now we have a Europe and a Sweden that is what it is: in a state of change.’