Curators of Sweden is a new project that allows a different Swedish citizen to control the @sweden handle each week. The Twitter account is turned over to a different citizen every 7 days. The people behind the Twitter avatar are encourages to tweet about life in Sweden, but can be filled with irreverent posts as well, and even include cursing. The first writer, Jack Wermer, a writer and marketer, started on December 10th, the current writer is Hasan Ramic, a Bosnian immigrant. In this way, citizens will have a voice in describing their country, increasing tourism through varied perspectives.
The campaign was conceived by the Stockholm agency Volontaire for the tourism group Visit Sweden and then green lit by the government. By giving the citizens themselves the ability to say what it means to be Swedish, the approach is the democratization of the country’s brand. Coming at the end of a year when social media played an influential role in politics including the Arab Spring and Occupy Wall Street, Sweden’s engagement harnesses this enthusiasm and uses the voices of citizens as its @sweden curator. The contributors will also include a teacher, a priest, and a female truck driver.