Are you a Hero?
This week I will continue to talk within the theme of my Swedish origin. In Sweden, millions of people each year ignore paying the TV license, the fee you pay for the public channels. Radiotjänst, the Swedish organization in charge of annually collecting these fees, have since a few years back switched to a new strategy to get TV owners to pay up. Instead of attacking all bilkers they are officially thanking everyone who is paying the fees.
This week a new campaign was launched where Radiotjänst is personally thanking each and every responsible person out there. Through uploading your photo your face gets superimposed on a film, thanking the one person of the world, who is protecting freedom of speech through sponsoring open television broadcasting. You can now see your face being praised all over the world as people reach out and celebrate you as the Hero. You can then share this video with all your friends, showing that you are a giving and responsible person:
This campaign has faced a lot of criticism. It is not very likely that it will generate a lot of new TV registrations. I also think they could have expanded of the “virallability” of the campaign. It is however a very fun way to connect people to the cause and I can think of many ways of how this could be used for more suitable brands. I really enjoyed watching myself as the protector of freedom of speech… Now my next goal is to become the UN Secretary-General.
