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.

Challenge:Put Sweden’s core values (openness, authenticity, caring nature, innovation) into action and position it as a progressive country. Idea: Ordinary Swedes are '@Sweden' one week at a time. Tweet by tweet, the image of Sweden is built: dynamic, innovative and deep humanity. No censorship. No limits.

Result:26,000 followers from 120 countries in 6 weeks, real interaction and thousands of conversations.Featured in all major media globally for a PR value above $19,800,000.