In 2011, we became the first country in the world to let go of an official communication channel and hand it over to our citizens. Together with the Swedish Institute and Visit Sweden, we 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. We 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 like @WeAreAustralia, @PeopleOfTheUK, @TweetweekUSA and @CuratorsMexico.
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.
Some think it's just a clever PR campaign. Others believe that it's a beacon of free speech. For us, it's the only way to paint a fair picture of Sweden for the rest of the world. Swede by Swede. Tweet by tweet.