By: Volontaire
Country: Sweden
In 2011, Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens. Every week, someone in Sweden became @Sweden: sole ruler of the world's most democratic Twitter account.
Together with the Swedish Institute and Visit Sweden, Voluntaire decided to break all branding principles and revolutionize the voice of a country. Every week, someone in Sweden is @Sweden: sole ruler of the world's most democratic Twitter account. For seven days, he or she shares their everyday life, private opinions and general reflections. After that, someone else does the same — but differently.
The response was overwhelming. The campaign attracted over 65,000 followers from 120 countries and started thousands of conversations. Sweden trended on Twitter worldwide, sparking discussions on transparency in social media and how technology can be used for democracy as well as inspiring citizens in other countries to start similar accounts. This created a new movement on Twitter with today more than 70 countries, cities and organizations copying Sweden's approach. (see rotationcuration.com)
The initiative has no end-date and has so far been featured on international television, news papers, magasines, radio stations and blogs all over the world, generating a PR value of more than 40 million USD, more than 400 times the investment.
Some think it's just a clever PR campaign. Others believe that it's a beacon of free speech. For Voluntaire, it's the only way to paint a fair picture of Sweden for the rest of the world. Swede by Swede. Tweet by tweet.
Web Links:
twitter.com/sweden
curatorsofsweden.com
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