Curators of Sweden
Seven years, 365 curators, no media spent.
Visit Sweden needed to prove Sweden to be a progressive, democratic and open society. We made Sweden first country in the world to hand over its official Twitter account to its citizens. Ordinary Swedes posted @Sweden one week at a time. Tweet by tweet, the image of Sweden was built: dynamic, innovative and deeply human. No censorships. No limits.
"Say goodbye to @sweden, the last good thing on Twitter"
All major media around the world reported about Curators of Sweden, adding up to a PR value of more than 35 million Euros. Citizens in more than 70 other countries, as well as cities and organizations, started similar accounts.