@sweden: Curators of Sweden

Client: Swedish institute/VisitSweden
Brand: @sweden
Agency: Volontaire
Category: Small Budget
Country: Sweden

Sweden is using a new strategy to reach travelers that want to visit the country. Instead of the traditional brochures and advertising campaigns, the country is handing over its national twitter account to its citizens. It was the first country in the world to let go of an official communication channel and hand it over to the people. Every week, someone else is @sweden, ruler of the world's most democratic twitter account. Week by week, tweet by tweet, a new picture of Sweden emerges.

Since the program began in 2011, there has been a spike in activity, press and interest in the country.

Objectives

Overall

  1. Change the world's perception of Sweden by adding new perspectives and thus position Sweden as a progressive country. Put the core values (open, caring, authentic, and innovative) into action.