The Curators of Sweden project has been closed down, after nearly seven years. During the course of this project, every week has offered a new person the chance to tweet through the Twitter account @sweden. The aim of this approach has been to present the country of Sweden through the mix of skills, experiences and opinions it actually consists of. Through the stories of the various curators, not one Sweden has been conveyed, but several.

In 2011, Sweden was the first country in the world to hand over its official Twitter account to its citizens. The project Curators of Sweden was initiated by the Swedish Institute together with VisitSweden, and has been administered by the Swedish Institute since 2013.

What’s the thought behind Curators of Sweden?

The Curators of Sweden project has given the curators the chance to share both their own and others’ thoughts, stories, information and other content that is somehow linked to Sweden. Through their tweets, the curators have created interest and aroused curiosity for Sweden and everything the country has to offer. One aim has been to let the curators paint a picture of Sweden that is different to that usually obtained through traditional media.

The curators on @sweden have been free to write whatever they want. Tweets would only have been deleted if:

  • they violated Swedish law;
  • they promoted a commercial brand;
  • they were a security threat.

Code of conduct

The @sweden account on Twitter has served as a platform that supports the idea of free speech and democracy, inviting opinions and debates.

In an attempt to minimise hate and trolling, the curators and anyone interacting with @sweden have been asked to follow the 5 guidelines below:

1. Refrain from personal attacks (against the curators or others), hateful posts and persistent trolling.
2. Please respect other people’s views and beliefs and consider your impact on others when interacting with @sweden.
3. Beware that this is not a space for racism, sexism, homophobia or other forms of hate speech.
4. Try to maintain a reasonable tone, even in unreasonable circumstances.
5. Please mind your language – foul language tends to get in the way of the message you’re trying to convey.

Blocking policy

Each curator on @sweden has had the right to block twitterers who interacted with the account, if she or he has deemed this necessary. Those accounts were then unblocked before a new curator took over the account the following week.

How can I nominate a future Curator of Sweden?

You can’t anymore. But for the duration of the project, anyone has been free to suggest a suitable candidate via a web form (now deactivated). The candidate had to be an active Twitter user and either located in Sweden (citizenship irrelevant) or a Swedish citizen abroad. Around 1,500 Twitterers have been nominated over the years, and 356 have been selected to be curators.

Why has the project come to an end?

Curators of Sweden has been a very successful and appreciated communications initiative, but every project has a finish date and after nearly seven years the Swedish Institute (SI) has decided that this project has come to an end. Curators of Sweden is just one of many channels through which SI communicates with the world, and SI is always developing its communications activities, trying to find the best ways to reach its target groups around the world.