The Swedish Number

In April 2016 Sweden did something no country had ever attempted before. It published a single national phone number and invited anyone, anywhere, to call it. There was no call center, no script, and no government spokesperson waiting on the other end. Instead, callers were connected to ordinary Swedish citizens going about their daily lives. A farmer could answer while driving a tractor. A student might pick up between classes. A parent could respond while cooking dinner. The conversations were unscripted, unpredictable, and entirely real.

The initiative was called The Swedish Number, and it was created to mark the 250th anniversary of Sweden becoming the first country in the world to abolish censorship through its Freedom of the Press Act of 1766. Rather than celebrate with a traditional campaign, Sweden chose to demonstrate openness in practice. By letting its citizens speak freely to strangers across the globe, the country turned a national value into a living experience.

The mechanics were simple but radical. Volunteers downloaded an app and registered as temporary Swedish ambassadors. When someone dialed the number, the system randomly routed the call to one of these volunteers. There were no talking points and no preparation beyond willingness to answer. Callers could ask anything about Swedish culture, politics, daily life, or even personal opinions. The authenticity was the point. Sweden was not presenting a polished image but allowing its identity to emerge through genuine human interaction.

The idea stood in stark contrast to conventional tourism advertising, which relies on controlled messaging and carefully curated imagery. Here, the message was surrendered entirely. The country trusted its citizens to represent it honestly, including their disagreements, humor, and imperfections. That act of trust became the campaign’s most powerful statement.

The response was immediate and international. Calls came in from nearly 200 countries, and the campaign generated extensive global media coverage. What made it remarkable was not only its novelty but its clarity. In a single gesture, Sweden communicated openness, transparency, and confidence in its people. The campaign did not describe national values. It allowed the world to experience them directly.

The Swedish Number was created for the Swedish Tourist Association in collaboration with the Stockholm based agency Ingo. Creative leadership included Chief Creative Officer Björn Ståhl, Creative Directors Mårten Wiman and Gustav Martner, with telecommunications support from Tele2 and technology partnership from Adobe. The project went on to win major international awards, including top honors at Cannes Lions, and remains widely cited as one of the most innovative nation branding campaigns ever produced.

Years later, its significance still resonates. At a time when most brands speak louder to be heard, Sweden chose instead to listen, and in doing so, turned a simple phone call into a symbol of democratic openness.