CorpComms Magazine

Sweden has embarked on a new project that sees a different citizen take over its official Twitter account every week.

The 'Curators of Sweden' initiative has already attracted more than 8,300 Twitter followers to the @Sweden account.

The aim of the project is to portray a diverse range of skills, ideas and values from Swedes across the country. 'No one owns the brand of Sweden more than its people. With this initiative we let them show their Sweden to the world,” says Thomas Brühl, chief executive of the country's tourism agency VisitSweden.

The project kicked off this week with Stockholm-based marketer and writer Jack Werner, who has tweeted: 'Well, ok, I'll swede the LOT of you: meat balls äre guud, änd naked girls make me say 'jaa'.'

The initiative is gaining some incredulous response, Werner tweeted: 'Some dude just retweeted me, adding “only in Sweden". My work here is done!'

A wide range of people are queuing up to have their turn, including a priest, a coffee-drinking truck-driving lesbian and a writer.

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