Since 2011, the Swedish Institute has handed over the keys to the country’s official Twitter account to a new Swede every week, letting them tweet anything they please. This tradition will come to a conclusion on September 30, 2018. The goal of this was to show the country as it really existed through the eyes of various citizens. This innovative marketing strategy has won approximately 30 awards, including the international Grand Prix, two Silver Lions in Cannes Lions, and gold at the Clio Awards. At the end of this project, 365 account users will have tweeted around 200,000 tweets on @Sweden.